Pinterest has launched its Lens virtual search tool on its mobile app as a public beta test. Starting today, Lens allows iOS users to point their smartphone cameras at anything, and Pinterest’s A.I.-powered algorithm will automatically pick apart the objects in an image and categorize them down into foods, animals, clothing, or even patterns like hexagons. Then users will be presented with a slew of pins featuring identical or visually similar items. Building on the visual search function it previewed last year, Pinterest says Lens will also come with a “Shop The Look” feature that isolates each fashion items, from hats to jeans to shoes, in an image that surface shoppable pins featuring each of those pieces.
What Brands Need To Do
According to a recent study by Millward Brown, 83% of active Pinterest users have purchased a product because of something they saw on the site.As Pinterest continues to build out its ecommerce features, brands interested in social commerce, especially those whose target audiences overlap with Pinterest users, should leverage them to boost direct sales by adding support for the “shopping cart” and experimenting with Buyable Pins.
Moreover, with the quick advancement of machine learning and AI-powered solutions, we are starting to see examples of brands primarily using the camera as an input source of the mobile user interface and leverage images to learn about user intent. Snapchat is a prime example of leveraging the camera to engage with mobile users. This trend should provide some inspiration to brands looking to update their digital user experience to be more intuitive and convenient for mobile users.