Google has acquired music start-up Songza, a company that says it is able to create playlists based on a person’s mood.
No financial details were disclosed when the deal was announced.
The move is being seen as an attempt to bolster its Google Play streaming service in the face of competition from the likes of Apple and Spotify.
Apple made its largest ever acquisition in May when it bought rapper Dr Dre’s Beats Music for $3bn (£1.8bn).
A major selling point of the Beats brand – which includes a streaming music service as well as the popular headphone line – was its personalised playlist offering.