According to Forbes, Google is introducing a new personalized feed of images in the Google app starting November 12, 2025. Android and iOS users in the U.S. will find a new “Images” tab right next to Search at the bottom of the app. The feature presents a daily feed of pictures tailored to individual interests where users can search for images and save them to Pinterest-like collections. This move directly challenges TikTok and Pinterest’s dominance in visual discovery among Gen Z users. Google aims to capture attention from bored doomscrollers before they reach for third-party platforms. The feature represents significant monetization potential through future ads, sponsored content, and shopping experiences.
Why this might actually work
Here’s the thing – Google isn’t trying to beat TikTok at being TikTok. They’re playing to their strengths. The Google app already has massive daily usage, and they’re just adding another reason for people to stick around. It’s a classic “while you’re here” move that could actually pay off.
And let’s be honest – the appeal of visual discovery without social media pressure is real. No influencers trying to sell you stuff, no performative content, just pure visual inspiration. That’s a compelling value proposition for people who are getting tired of the social media circus.
The monetization play
This is where it gets interesting. Google’s basically creating a new advertising surface that doesn’t exist yet. Think about it – they can serve visual ads that feel native to the experience, then funnel users directly into shopping. It’s a cleaner path from inspiration to purchase than what TikTok or Pinterest currently offer.
But here’s my question: will users actually engage with shopping features, or will they treat this as purely inspirational? Google’s track record with social-ish features hasn’t been great, remember Google+? They need to nail the user experience or this becomes just another failed experiment.
The bigger picture
Look, Google’s watching search behavior change right before their eyes. Younger users are increasingly starting their discovery journeys on visual platforms rather than typing queries into a search box. This move is essentially Google admitting “hey, we see what’s happening, and we’re adapting.”
The timing is pretty smart too. With all the legislative pressure on social media worldwide, a visual discovery platform that’s not technically “social media” could be positioned as a safer alternative. Basically, Google might have found a way to offer visual content without inheriting social media’s baggage.
Will it work? Too early to tell. But it’s one of the more thoughtful competitive moves we’ve seen from Google in a while. They’re not just copying features – they’re rethinking how visual discovery should work in a post-social media world.
