According to Digital Trends, Google has launched a new dedicated Images tab in its Google App that’s positioned right in the bottom navigation bar. The feature serves as a visual discovery hub where users can find images tailored to their interests based on their daily Google Image searches. Users get bookmark buttons for saving images and can organize them into personalized collections. The rollout will happen over the next few weeks specifically for Android and iOS users in the United States. Google envisions this as a tool for visual inspiration and creative projects, essentially creating a Pinterest-like experience within their search app.
So Google wants to be Instagram now?
Here’s the thing – this move isn’t exactly surprising. We’ve watched Google slowly morph from a pure search engine into something that wants to keep you within its ecosystem. Remember when we just used Google to find stuff and then left? Those days are long gone. Now they want you to discover, save, and organize without ever needing to open Instagram or Pinterest.
But is this really about competing with social platforms? I think it’s more about capturing that “visual search” behavior we’ve all adopted. When you’re planning a wedding, redecorating your living room, or just looking for outfit inspiration, you’re probably hopping between Google Images, Pinterest, and Instagram anyway. Google’s basically saying “Hey, you can do all that right here.”
What can you actually do with this?
Basically, imagine you’re planning a vacation. You search for “Bali beaches” and see an amazing photo of a hidden cove. Instead of screenshotting it and losing it in your camera roll forever, you can save it directly to a “Bali Trip” collection. Then when you’re actually planning your itinerary, all your inspiration is right there.
The tailored daily content is interesting too. Google’s algorithm will surface images it thinks you’ll like based on your search history. That could be genuinely useful for discovering new ideas you hadn’t thought to search for. But it also means Google gets even more data about what visually appeals to you. Convenience always comes with a privacy trade-off, doesn’t it?
Where is this all heading?
This feels like part of a larger pattern. Google recently added an AI Mode button in Chrome, and now they’re pushing visual discovery. They’re clearly trying to make their ecosystem stickier and more personalized.
I wouldn’t be surprised if this eventually integrates with Google Lens or even their shopping features. Imagine seeing a pair of shoes you like in your discovery feed and being able to immediately find where to buy them. That’s the kind of seamless experience they’re probably building toward.
The real question is whether people will actually change their habits. Are you going to stop using Pinterest or Instagram for saving inspiration? Probably not immediately. But if Google can make the experience genuinely better and more integrated with search, they might just pull it off.
