Pinterest is doubling down on AI to transform how people search for inspiration on its platform — not with words, but with images. This week, the company unveiled a major upgrade to its Pinterest visual search feature, adding new AI-driven capabilities designed to make discovery easier, more personal, and surprisingly intuitive.
The core idea behind the update is simple: not everything can be described with words. Whether it’s a specific style, a mood, or a design aesthetic, Pinterest wants to help users find what they’re looking for—even when they’re not sure how to ask for it.
One of the standout new features helps users better understand why they’re drawn to a particular image. For now, this tool is available in the women’s fashion category across the U.S., Canada, and the U.K. When a user taps a Pin, they’ll see an animated glow appear. Pinterest then generates descriptive keywords that explain what makes the Pin appealing. This is powered by generative AI and a system called Visual Language Models (VLMs), which interprets visual cues and translates them into human language. Think of it as AI helping you name your style.
Pinterest likens this to Google’s multimodal search, where you combine image and text to refine results. But Pinterest takes it a step further by auto-generating the words for you. This not only speeds up the search process but also helps users articulate their visual preferences without needing the perfect search terms.
Another upgrade focuses on customization. Users can now explore similar items in different colors, cuts, or styles. For example, if you spot a blazer that feels too casual, Pinterest will help you find a more formal version — or a version with a trendy Y2K twist. These refined suggestions aim to give users more control and context as they shop and browse.
The visual search feature itself is becoming easier to access, too. Pinterest now lets users long-press on any Pin in their Home Feed to instantly launch a visual search. This small tweak could lead to big behavior changes, allowing people to dive deeper into their interests without needing to leave the scroll.
This AI-powered push arrives as Pinterest responds to recent criticism over the growing presence of AI-generated images on its platform. Many users had expressed frustration that these synthetic visuals were crowding out the authentic content that once made Pinterest such a creative haven. In response, Pinterest will soon label AI-generated images and allow users to limit how many appear in their feed — part of a broader effort to balance inspiration with transparency.
By blending smarter search tools with user control over AI content, Pinterest hopes to reclaim its role as the internet’s go-to destination for visual discovery and shopping. With these latest updates, the company is making a clear statement: AI isn’t replacing the Pinterest experience — it’s enhancing it.
