Pinterest has launched new AI-powered visual search features that allow users to discover, refine, and shop fashion content more intuitively using images instead of keywords. The rollout begins with women’s fashion across the US, Canada, and the UK, with plans to expand into more categories and countries.
The update introduces tools that help users identify specific elements in an image, such as a colour palette, aesthetic, or product category, and then search and shop similar items. A new animated glow highlights shoppable parts of an image, while a refinement bar lets users narrow search results by style or occasion.
“For example, you spot an outfit you like, and use the “style” refinement to see similar outfits but more y2k, or you love this blue blazer, and use the “occasion” refinement to see more formal options,” explained the announcement post.
Dana Cho, VP of design at Pinterest, said the update marks a shift from traditional search to a more personal discovery experience. “We’re curating a personalised journey of discovery that empowers individuals to find their unique style, and shop it too,” she stated in the post.
The changes are powered by generative AI. It uses visual language models (VLMs) and multimodal embedding models, which enable users to search using a combination of image and text. According to Pinterest, the new models expand the visual vocabulary available to users, helping them better express and refine their tastes.
Users can now initiate a visual search by long-pressing any Pin in their home feed, making the feature more accessible throughout the app.
Pinterest says the goal is to remove the friction of needing the right words to describe a look and instead offer tools that respond to visual cues. The company believes this will help users move more easily from inspiration to action.
