Technological advances in endoscopic imaging are constantly being evaluated in clinical research, and encouraging results are being seen. Studies on practical applications of these new technologies are ongoing in conditions as diverse as gastroesophageal reflux disease, Barrett's esophagus, colonic polyps, and dysplasia in ulcerative colitis. This review discusses the recent advances in endoscopic imaging that appear to be on the verge of widespread and routine usage. It is evident that high-resolution and high-definition white light endoscopy should be used when available, and is considered the new "gold standard" in endoscopic imaging. There is much optimism and ongoing research surrounding the use of narrow band imaging as well.