A marketer wants to reach Gen Z users who are increasingly using visual search tools to query the world around them. Which integrated AI modality should they prioritize?

They should prioritise Google Lens. Lens is the visual modality: people point a camera at an object, a landmark, a plant or a page of text and search for what they are looking at, rather than describing it in words. That behaviour is especially common among younger users, who often photograph a product in the wild instead of guessing the right search terms for it. For advertisers, the practical implication is that image quality and product data become search assets. Clear product imagery, accurate feeds and detailed landing pages are what let a visual query be matched to the right item. The other options describe different parts of the AI search experience — AI Overviews and AI Mode are text-based experiences — so they do not address a user who is querying the world through a camera.