A new AI-powered feature has been added to Pinterest’s visual search
With a number of new features, Pinterest is improving its visual search tool to make image-based discovery even more potent and user-friendly. The platform announced these improvements on Monday, introducing several additions designed to help users better refine and understand their image searches. The goal is to make Pinterest a go-to visual discovery engine for ideas that may be difficult to describe through words alone, such as a particular aesthetic, mood, or design style.
One of the key innovations is the introduction of an AI-powered feature that identifies what draws users to a particular Pin. Initially launching within the women’s fashion category in the U.S., U.K., and Canada, this function activates when a user taps on a Pin, triggering an animated glow that prompts Pinterest to generate descriptive terms explaining why the image is appealing. This technology is driven by visual language models, a form of generative AI, which helps break down abstract user preferences into actionable keywords.
The update closely mirrors the concept behind Google’s multimodal search, where both text and visuals are used in combination. However, Pinterest’s approach differs by automatically providing users with language that complements their visual query, helping them sharpen and expand their search without needing to input additional text. While Pinterest claims it’s using top-tier multimodal embedding models, it hasn’t disclosed the exact technologies behind the feature.
Another improvement offers more specific control over fashion-related searches. Now users can explore similar items that vary in attributes such as color, texture, or style. For example, someone looking at a trendy blazer could use the feature to locate a version that better suits a formal event or matches a different fashion era like the Y2K trend.
In addition to these updates, Pinterest is broadening visual search access across its platform. Long-pressing any Pin in the user’s Home Feed will soon allow them to instantly start a visual search. The goal of this deeper integration is to improve the flow of visual discovery across the Pinterest experience.
The rollout follows Pinterest’s recent announcement about labeling AI-generated content and giving users control over how much of it appears in their feeds. The move came after users expressed concern that AI imagery was making it more difficult to find authentic and inspiring content. With this broader push to enhance its visual tools through AI, Pinterest is seeking to solidify its role as a shopping and inspiration platform powered by smart technology, rather than one overwhelmed by artificial content.
