Techniques for generating smart replies involving image files are disclosed herein. In some example embodiments, a computer system detects that a first message comprising a first image file has been transmitted from a first computing device of a first user to a second computing device of a second user, and generates a first plurality of smart replies based on a first embedding vector of the first image file, where the first embedding vector of the first image file is based on at least one of first textual metadata of the first image file, first image data of the first image file, and a first set of query text used by a first set of users in a first set of searches that resulted in the first image file being included in a first set of transmitted messages.