Point and Pin

Global – Pinterest has launched Pinterest Lens, a new search tool powered by your camera.

• The tool works by suggesting items similar to those you point your camera at while in the Pinterest app
• Working predominantly in the fields of interiors, fashion and food, it has been implemented as a means of encouraging discovery

Now running as a live beta version, the tool enables users to discover ideas inspired by objects in the real world by using the camera in the Pinterest app. By pointing the lens at particular objects, Pinterest will generate related styles and ideas. Aiming it at furniture will show similar designs from the same era, pointing it at clothes will offer outfit inspiration and, when pointed at food, recipes will appear featuring that ingredient.

‘For now, Lens works best for finding home décor ideas, things to wear and food to eat,’ a statement from the brand reads. ‘As more and more people give it a try, and we continue making improvements to our technology, results will get even better.’

The tool has been built to echo Pinterest’s ethos of open-minded discovery. As of October 2016, Pinterest stated it had more than 150m active monthly users of the site.