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With Lens, Google can "understand what you're looking at and help you take action," CEO Sundar Pichai said on stage Wednesday. "We can give you the right information in a meaningful way."Google is first launching Lens in the Assistant, its digital helper software, and in Google Photos. It will be available at an unspecified date "later this year."Google Lens marks a big, ambitious attempt by a mainstream company to get into augmented reality in a way we haven't much seen yet. Snapchat, Facebook and Instagram (owned by Facebook) use AR for now to make you laugh and smile with filters like rainbow vomit or Iron Man masks. That stuff is important, but Google is taking a different approach when it comes to AR: utility.

For Google, it's important to expand search beyond its iconic homepage, The world is a lot different than when Larry Page and Sergey Brin started the company as graduate students at Stanford, Search was a thing for desktop computers and typing on a keyboard, Now -- who knows? It's for tapping on a smartphone screen, barking orders at a device in your kitchen or, if Mark case for apple iphone 7 plus - black Zuckerberg gets his way, eventually sending your thoughts straight to a computer, Google knows the way of the world is changing, and it's trying to get out in front..

Right now, AR is having a moment. Last September, when Snapchat renamed itself Snap and started calling itself a "camera company," people were baffled. But the young upstart realized the time was right for phone cameras to take advantage of augmented reality. Facebook, sensing that Snapchat was onto something, decided to build the future of its app around smartphone cameras, too. Last month, Zuckerberg announced a new augmented reality platform, which invites outside developers to create AR experiences for Facebook.

The promise of augmented case for apple iphone 7 plus - black reality is profound, With a good pair of AR glasses, you might be able to tell if your kid has a fever just by looking at him or her, You might never have to buy a TV again if you could just project a big screen over your eyes, And you'll never experience the awkwardness of forgetting someone's name, because it will appear right over their head, Of course, we're not there yet, But Google thinks it can lead the way because of everything it knows about you and the world, That's where being a search company comes in handy, Google is taking its big trove of data and trying to make it three-dimensional..

"It's our core mission, accessing the world's information," Gummi Hafsteinsson, product lead for the Assistant, said in an interview, citing Google's mission statement. "Images are just another part of that."What Google has going for it is scale, said Chirag Dekate, a research director at Gartner. Google has a good shot at being accurate with the information it presents in AR because of Google's knowledge about your surroundings. Companies like that have a "distinct data advantage," he said. To be sure, Facebook and Snapchat have AR plans beyond photo filters. Facebook is working on AR glasses, but that will take years. And Snapchat has its Spectacles glasses, which will likely be a vehicle for more advanced AR. But for now, they are mostly just for taking snaps.