Google is adding a new feature to its mobile app that could potentially challenge Pinterest in becoming users’ first stop for inspirational imagery: a dedicated images tab. The company announced on Wednesday it is introducing a new “Images” icon at the bottom of Google’s Search app for iOS and Android devices that will display images personalized to the user’s interests.

The images will update daily, Google says, noting the feature would offer users a way to organize their creative ideas, or find visual inspiration for things like planning a trip, hosting a party, decorating your apartment, or discovering new fashion.

Those use cases, of course, are also among the top reasons why users turn to Pinterest and other social apps, like Instagram.

Users can browse the images in Google’s new

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