Swedish technology startup Klarna is looking to take on big U.S. tech giants with its own artificial intelligence-powered image recognition tool to help people find products they want to buy.

By pointing their phone at an item of clothing or electronic product, users will be able to search directly within the Klarna app for similar items.

In the same way, Google Lens provides users with suggestions based on items they have captured with their camera.

PriceRunner, the price comparison service Klarna acquired for close to $1 billion, is used to train the tool.

Aside from Amazon and Google Shopping, PriceRunner competes with a French-founded company called Kelkoo.

We see AI as a huge opportunity for Klarna, and we are providing all of our employees with the tools and support to use AI in their day-to-day work, said David Sandstrom, Klarna’s chief marketing officer.

We have the agility to take advantage of emerging opportunities, such as artificial intelligence, faster than sprawling traditional banks and credit card companies because of our unique operating model.

Over 2,500 of Klarna’s 5,000 employees have access to the OpenAI API, which allows them to integrate the Microsoft-backed company’s technology directly into their own tools.