How AI Video Search Is Changing Fashion and Beauty Marketing

As we reach the tail end of 2025, the next must-have silhouette, handbag or even eyeliner shape does not reach us from the runways of Paris or Milan; it reaches us more quietly through a creator’s bathroom mirror, a selfie on a night out, or a GRWM video in the back of an Uber.

Millions of videos are shared online daily featuring luxury products, fashion moments and beauty rituals. In fact, as much as 91% of global internet traffic is estimated to be video content, but most of that content remains untagged and is not traceable, meaning brands have no idea where their products really show up or how far the culture around them spreads. Add to this the fact that video content leads to 12 times more shares than images, and you can see why this is a problem that is set to continue.

If the internet is now mostly video, why are we still measuring it like it’s text?

The Internet Became Video, But Search Stayed Text

For twenty years, our mental model of “search” has been simple: pages, links and keywords. Google crawled the open web, we optimised titles and meta descriptions, and SEO teams agonised over the order of three‑word phrases.

Then social arrived and discovery shifted to follows, feeds and hashtags. But our tools stayed text‑centric: social listening dashboards trawled through mentions, tags and comments, giving us word clouds and sentiment charts.

Short‑form video blew that model up. TikTok, Reels and Shorts turned the feed into a whirlwind of motion, sound and aesthetics; but most of that content sits inside proprietary recommendation algorithms, not on the open, searchable web. Social listening tools “watch” none of it; they read captions and metadata and hope that creators remembered to tag the brand.

That’s how we ended up with a blind spot: a video‑first internet with text‑first measurement.

The Video Blindspot Is Starting To Shrink

In mid‑2025, Instagram made a subtle but pivotal change: “Instagram now allows search engines like Google to display public posts” from eligible accounts on results pages, instantly turning Reels and posts into a new SEO surface for businesses.

Platforms are beginning to accept that video needs to be searchable in something closer to real time; not just by their own recommendation systems, but by brands, agencies, regulators and, increasingly, search engines. The question is no longer whether video becomes searchable, it’s who gets to search, and what exactly they can see.

One company looking to resolve this issue is Oriane, an AI powered video search engine that is working with clients such as Hennessy and Dior within the LVMH group, as well as Estée Lauder. Despite fashion’s tempestuous relationship with AI, solutions like this one promise to resolve one of the major issues with measuring brand reach.

Oriane’s Co-Founder and CEO Julien Rosilio tells me, “the vast majority of the internet is now video, yet brands still rely on search tools built for text. At Oriane we’re building the search layer for this video-first internet era, so brands can finally see what actually appears inside videos, not just the captions around them.”

While keyword-based SEO was about words on a page, video discoverability is a confluence of watch time, saves, replays, sound choices, on‑screen text, visual pattern and creator signals. To index that, machines have to “learn” to watch, and engines like Oriane do something close to that under the hood, using a multimodal AI infrastructure. The platform indexes millions of social videos by analysing their visual, audio and textual layers (logos, faces, objects, music, speech) and converts them into vector fingerprints stored in a dedicated video search engine. Each clip is broken into frames and tracks, processed by proprietary models for image, logo, voice, music and speech analysis, and then made searchable almost like text.

“Once a brand can spot every untagged clip, every hidden moment of reach, and every emerging visual trend, its whole creative and marketing strategy shifts from guessing to truly understanding culture in real time, and spotting trends before they emerge,” Rosilio adds.

Benefits For Both Brands And Video Creators

From allowing brands to surface videos where their products are appearing untagged, to trend spotting, virality reporting and IP protection, functionality like this could rewire the internet and unlock a more nuanced understanding of product engagement.

On top of this, the ability to truly measure reach for independent creators puts the power back into the hands of individuals; allowing content creators to measure every view their content has generated, including those from reposts, remixes, and UGC that reused their clips, which were previously unavailable or difficult to quantify. This increased ability to measure reach, engagement, and therefore value, could add yet more fuel to the huge growth of the creator economy, predicted to reach $480 billion by 2027.

As Anastasiia Mala, head of PR and freelance communications consultant, explains, “In communication today, the biggest success comes from truly understanding how people organically use and interpret brands in culture; far beyond what shows up in tagged content or reports.”

She told me, “Today’s trends begin where people casually film and share their lives (often in untagged, low-visibility spaces) long before any metrics pick them up. As long as video search relies only on public content and respects creators, it opens the door to more responsive and relevant communications strategy for brands.”

Fashion’s “Shadow” Visibility

The key to success is to keep the interface disarmingly simple. Brand teams can search with text, e.g. “woman putting on Rouge Dior lipstick,” and retrieve authentic videos where the brand is neither cited, tagged nor mentioned, completely invisible to traditional tools. Or they can search with an image, uploading a campaign shot or product pack and asking the engine to find where similar visuals appear across millions of clips.

In beauty, this is a powerful illustration of what changes when you search pixels instead of posts. A campaign image or query for that specific product shade can surface the original tutorial and hundreds of similar routines, all contributing to what you could call Dior’s “shadow reach”; cultural impact that never shows up in a mentions report.

Inside LVMH, this isn’t just a curiosity; it’s becoming infrastructure. In a statement about why the group brought Oriane into its accelerator, Elodie Levy, Head of Accelerator Programs at LVMH Group says “The Oriane.xyz platform gives LVMH Maisons complete visibility on the impact of their videos across social platforms, enabling them to maintain brand identity and optimise their content strategy.”

This example illustrates how tools like Oriane can detect all UGC featuring specific products (like Rouge Dior), uncover hidden virality from tutorials and edits, identify rising beauty creators through visuals not metadata, compare Dior to Estée Lauder at the content level, and surface emerging beauty trends weeks in advance to power creative, influencer, and insights teams.

When Taste Becomes A Query

Trend teams will feel this shift most acutely. Historically, fashion and beauty trends were spotted by scouts and cool‑hunters: the person in the front row who notices a nail colour in Tokyo, an eyeliner shape in São Paulo, a club‑kid silhouette in Berlin. Later, those instincts were augmented by endless scrolls through Instagram moodboards and saved TikToks.

With AI video search, the workflow flips. Video search engines promise trend analysis that can identify rising aesthetics, sounds, and creators before they peak. Instead of a Dropbox full of screenshots, a creative director can type or paste a look into a search box and see hundreds of real‑world clips that match it.

Those results are not just for inspiration, because every hit in the index carries rich metrics: platform, views, engagement, caption, audio and creator handle. Teams can export the data and connect it to sales, search or media performance to understand which aesthetics actually move product, not just rack up plays.

Gut feel doesn’t disappear; it just gets a lot more data‑rich.

How Video Search Can Augment Fashion And Beauty

If you work in fashion or beauty today, you do not need to become a machine‑learning engineer, but you do need a point of view on video search.

What’s your shadow reach, the untagged videos your products already star in? How will you use a video trend radar without flattening your brand into sameness? And what are your red lines on how searchable you want your consumers’ lives to be?

In a world where taste itself can be typed into a video search bar, the winning brands will not just be the ones who see the most. They will be the ones who know what to do, and what not to do, with what they are able to see.