Pinterest is evolving beyond its roots as a social platform by introducing a series of AI-driven updates that enhance its visual search capabilities.
Highlights
These upgrades aim to make content discovery more intuitive and personalized—especially for users who find it difficult to put what they’re looking for into words.
Visual Discovery Gets Smarter with AI-Powered Highlights
One of the most notable updates focuses on the women’s fashion category in the U.S., Canada, and the U.K. When users tap on a Pin in this category, a new animated glow effect now highlights key elements of the image.
This is supported by Pinterest’s Visual Language Models (VLMs), a type of generative AI that analyzes visual content and generates descriptive keywords.
These AI-generated descriptors help users better understand what draws them to certain styles—whether it’s the fabric texture, color palette, or cut—and fine-tune their search results accordingly.
Easier Search Refinement with Interactive Filters
A new refinement bar has also been added, allowing users to tailor their search for fashion items by adjusting for color, material, or design style.
For example, someone browsing a casual blazer can now pivot toward more formal alternatives or explore other aesthetics like “Y2K” with just a few taps. These features help Pinterest strengthen its role as a visual-first search platform, particularly in the fashion and lifestyle domains.
Long-Press Visual Search Expands Across the Platform
Pinterest is also making it easier to explore visually similar content throughout the app. Users can now long-press any Pin in their Home Feed to trigger a visual search, removing the need for typing.
This functionality is ideal for discovering abstract or emotion-driven ideas, such as “mid-century aesthetic” or “cozy fall vibes,” that are otherwise hard to express in text.
Addressing AI-Generated Content with Transparency Tools
In response to user concerns about the rising presence of AI-generated images, Pinterest has introduced a clear labeling system. Any AI-generated or AI-modified content will now be marked with an “AI modified” tag.
This labeling is powered by both metadata analysis and Pinterest’s own content classifiers, including for images that lack embedded metadata.
Additionally, Pinterest is giving users more control by allowing them to filter out AI-generated content in select categories such as art and beauty. This gives users the ability to prioritize authenticity in their browsing experience.
What Powers These Features?
While Pinterest has not shared the exact models behind its AI tools, the company states that its systems are based on leading multimodal embedding technologies.
These models process both image and text inputs to return more relevant and context-aware results, enhancing the user experience through greater personalization and accuracy.
Other Features
1. AI-Generated Content Filtering
Pinterest now applies an “AI modified” label to generated or altered visuals. Users can opt to filter these images out in specific categories, ensuring more control over their content feeds.
2. Inclusive Search Options
Pinterest’s AI features now include body type and skin tone filters. These tools help deliver search results that better reflect users’ individual identities and preferences.
3. Seamless Shopping with the ‘Shop’ Tab
The Lens feature has a “Shop” tab where users can upload or take a photo to find visually similar products in stock, complete with direct retailer links.
4. Context-Aware Outfit Suggestions
The “Complete the Look” feature uses AI to recommend items based on what’s already in the image—factoring in seasonal trends, style cohesion, and body types for smarter suggestions.
5. Enhanced Pinterest Lens Discovery
Pinterest Lens continues to go beyond simple matching by offering contextually relevant ideas. For example, users can scan food items to get recipe suggestions or take outfit photos for style inspiration.
With these updates, Pinterest is refining how users explore and interact with visual content. The platform is leaning into AI not to overwhelm discovery, but to support it—making it easier for users to find things they didn’t know how to search for in the first place.
