Since the second half of 2016, Pinterest has been quietly innovating, introducing more than a dozen features designed to attract not only consumers but also marketers. Beyond analytics, targeting and ad options implemented to address measurability concerns, Pinterest last Feb launched a new visual search tool called Pinterest Lens which detects objects in the real world and suggests a list of related items. Whilst image recognition is available via Instagram & Snapchat through their selfie AR filters, the Lens is a very different product with clear applications in terms of e-commerce.