Google Unveils Personalized Image Feed to Rival Pinterest

In a move to challenge visual discovery platforms like Pinterest, Google is set to introduce a new "Images" tab within its mobile search app. According to the announcement made on November 13, 2025, the feature will display a personalized feed of images tailored to each user's interests, with the content updated daily.

The company hopes this addition will increase user engagement with its app, as the use cases for the new image tab align closely with the top reasons people turn to platforms like Pinterest and Instagram. Users will be able to browse the images, search for more, and save their favorites to their own collections.

Notably, the new image tab also presents an opportunity for Google to expand its advertising business, as the company has already been spotted testing an ads carousel within the feature on mobile devices. This suggests that users may soon see sponsored content alongside the personalized visual inspiration.

While Google has previously offered a Collections feature for saving images and other content from search, the latest update marks a more dedicated focus on visual discovery and organization. As the tech giant continues to face competition from AI-powered services, this new image-centric offering could help solidify Google's position as a go-to destination for users seeking creative ideas and visual inspiration.