Google’s in-house incubator Area 120 that develops apps and services, has come up with a new AI-powered app as a rival to Pinterest named KEEN. The app is available from today on the web and Android.

Introducing Keen, through this blogpost, co-founder CJ Adams says Keen is an alternative to ‘mindlessly’ browsing online feeds.

On Keen, which is a web and Android app, you say what you want to spend more time on, and then curate content from the web and people you trust to help make that happen. You make a “keen,” which can be about any topic, Keen lets you curate the content you love, share your collection with others, and find new content based on what you have saved.

Keen isn’t intended to be a place to spend endless hours browsing. Instead, it’s a home for your interests: a place to grow them, share them with loved ones and find things that will help in making this precious life count.

Now, What’s interesting is, How is it different from Pinterest? Keen has the support of Google Search Engine and Google’s latest Machine learning in suggesting interests and recommendations.

The more you save to a keen and organize it, the better the recommendations become. Even if you’re not an expert on a topic, you can start curating a keen and save a few interesting “gems” or links that you find helpful.

Keen is Google’s latest entry in social media, encouraging user interests, hobbies, and driving people to what they love doing and engaging with.