I will talk about how light-induced electric and magnetic dipoles can be used in designing efficient photocatalysts and directional optical switches. First, by stacking conventional catalysts on high-k material, dynamic response to light is endowed to rapidly-changing charged-intermediate molecules and accelerate various photocatalytic reactions such as water-splitting [1]. Second, I will introduce our recent advances in understanding directional dichroism (directional optical switches) [2] using electromagnons in dynamic multiferroics [3-5]. Overall, I will highlight first-principles insight of dynamic interactions of electric- and magnetic-dipole with light in uncovering unexplored physics and designing novel functional materials.