Pinterest's Lens will let users search using real-world images
Pinterest is beta-testing a new tool called Lens that will allow users to search for items using real-world images. The service uses machine-learning to put searches into context and is currently available in the US to Android and iPhone users. Pinterest is also working with retailers Macy's and Target for its Shop the Look tool, which offers recommendations on products and has been saved by users five time more than other pins. The company has also rolled out Instant Ideas, available globally, which personalises a user feed in real time. Pinterest revenue for the end of 2016 is estimated to hit $300m.

Lens finds objects that match photos taken by your smartphone and puts them in context Pinterest

Pinterest has launched a Google Image Search-style feature that lets members take a photo of any object, then search for similar items in the app.

Called Lens, the feature is currently in beta on iOS and Android in the US-only. Like any machine learning-based tool, it will improve the more it’s used and it is likely to be rolled out worldwide once it’s clocked up enough mileage. Pinterest says its tech can already recognise more than one billion objects, and it has 100 billion pins on the site for Lens to learn from.

Lens is also designed to put objects in context. Photos of homeware will pull up images of entire rooms to offer design ideas, snaps of clothing will suggest an entire outfit, and photos of food will bring up recipe ideas. So it’s not just about adding more shopping functions to the app.