Instead of typing keywords into a search bar (boring!

), a user can simply insert an emoji to find what they are looking for.

On General Electric’s “Emoji Table of Experiments,” users click on emojis and educational videos about science pop up.

But why would these brands invest in something that seems so trivial?

David Solomito, vp of North America marketing for Kayak, said the brand noticed an increased usage of emojis online and, most importantly, an increase in usage relating to travel.

“Emojis are ingrained in our communications these days,” he said, “and I don’t see any signs of that slowing down.

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