Miriam Redi Yahoo! Research Vision algorithms have achieved impressive performances in visual recognition. Nevertheless, an image is worth a thousand words, and not all these words refer to visible properties such as objects and scenes. In this talk we will explore the subjective side of visual data, investigating how machine learning can detect intangible properties of images and videos, such as beauty, creativity, and more curious characteristics. We will see the impact of such detectors in the context of web and social media. And we will analyze the precious contribution of computer vision in understanding how people and cultures perceive visual properties, underlining the importance of feature interpretability for this task.