A few months ago, someone at one of our client companies told me they still think image search is only at its infancy in this space. That felt pretty much true.
But looking at the data we’ve been gathering, it’s also clear that something’s shifting.
In the chart below (from one of our customers – anonymised), you can see how much image search has picked up over the last 12 months. These are people uploading reference images as part of their search journey. A year ago, the numbers were modest – just over 500 searches a month. Now that number’s more than doubled. And the curve isn’t flattening.
We’re seeing similar things elsewhere. For some of the companies we work with, image search already makes up around 30% of total search volume. It’s becoming a real part of how products get discovered.
What the market is telling us
We’ve been hearing it more often over the past year – architects and interior designers are expecting better ways to explore products. Image search comes up a lot. Not always explicitly, but it’s there, with feedback like “our specifiers want to find products themselves”, “we constantly get match requests” etc.
So is the industry warming up to this?
The latest RIBA report backs that up, at least directionally. In 2024, just over a third of practices were using AI tools to help with product or material selection. In 2025, that number’s closer to 40%. Not massive – but it’s growing.
More broadly, AI adoption in general is picking up. Last year, 4 in 10 practices had tried it in some way. This year, it’s closer to 6 in 10. And among those who’ve used it, many say it’s already helping them work faster or spec more confidently.
That aligns with what the AIA has also been reporting in the US – designers are increasingly turning to AI and image-based tools to speed up material discovery and support early design research. Once they get used to working visually, it tends to stick.
Personally, I think the most telling part isn’t the numbers – it’s what we’re hearing from teams. A lot of specifiers are tired of manually searching through product catalogues. They just want more intuitive ways to discover products. Not in five clicks – now.
Why image search works so well for architectural finishes
Put simply – and not to disrespect ethos or ESG – materials are a ‘visual first’ products. That’s the nature of it.
You’re dealing with colour, texture, shape, tone. These aren’t things that are easy to pin down with dropdowns or technical terms. You often just need to see them.
That’s where image search is helpful. Instead of trying to describe a product, designers can start with something they’ve already seen – a reference photo, a detail from another project, even a snapshot from a site visit – and find products that are visually in the right ballpark.
This is especially powerful when combined with technical data, that allows designers to start searching visually (intuition) and then filter technically (knowledge).
Image search is also useful when value engineering comes into play. Searching alternative products in a supplier’s website can be slow and painful – unless they have image search. Drop in the original reference, and see what other options are out there. Same look, different spec. Fast.
It’s not magic, but it does remove a lot of the friction that’s usually baked into these kinds of workflows.
What this means for suppliers
What’s most interesting is what image search can do for outcomes.
One of the clearest signals we’ve found comes from adjacent industries: e‑commerce platforms using visual search report conversion rates as much as 27% higher, and user engagement up by around 30%.
Now that’s e‑commerce, not architecture spec. But I think the takeaway is useful. Designers coming in with a picture tend to know what they want. And if your site helps them get there fast, they stay. They request a sample. They send through an RFI. They spec your product.
In our industry specifically, imagine fewer drop‑offs during product search – and a smoother path from user intent to quote or sample request.
It’s not a magic bullet – but image search creates a clearer bridge between visual discovery and specification action. It’s becoming one of those features that people quietly expect. And once it’s there, it quickly becomes part of the way they work.
If the past year is any indication, that expectation is only going to grow.
👉 Power your site with an AI product finder
With visual search built into your website, clients can upload a reference image- a texture, colour, or product photo and instantly see the most visually similar items from your catalogue. It’s a faster, more intuitive way for architects and designers to explore your range without relying on perfect keywords.
SearchTech understands what people mean, not just what they type. Whether a user searches for “warm-toned outdoor tile” or “eco-certified wall panel,” the system interprets intent and delivers accurate, relevant results, even when product titles or tags don’t match exactly.
SearchTech integrates directly into your site, using your existing product data. There’s no need for redirects or external logins, just a fast, branded search experience that keeps users on your site, engaged, and closer to specifying your products.
References
RIBA AI Report 2024 Royal Institute of British Architects (RIBA). Artificial Intelligence in Architecture: RIBA AI Report 2024. https://www.architecture.com/knowledge-and-resources/knowledge-landing-page/artificial-intelligence-in-architecture
RIBA AI Report 2025 Royal Institute of British Architects (RIBA). AI in Practice: RIBA AI Report 2025. https://www.architecture.com/knowledge-and-resources/knowledge-landing-page/second-riba-ai-report-shows-surge-in-usage-among-uk-architects?utm_source=chatgpt.com
AIA Industry Coverage (2024–2025) American Institute of Architects (AIA). Shaping the Future: Six Key Benefits of AI in Specifications. https://www.aia.org/resource-center/shaping-future-six-key-benefits-ai-specifications