Pinterest Supercharges Visual Search with AI That Knows What You’re Really Looking For

Pinterest is rolling out AI-powered visual search tools that let shoppers explore fashion trends by tapping on images rather than typing keywords.

The new feature automatically generates descriptive terms based on what users see, helping translate hard-to-pin-down styles—like “chill” or “nonchalant”—into actionable results.

Pinterest says the update brings ideas to life more intuitively, enhancing how users engage with pins to discover styles that match their taste or inspire something new.

The feature is currently available for women’s fashion in the US, Canada, and the UK, with plans to expand into menswear and other markets soon.

Pinterest’s AI Can Now Tell You Why You’re Drawn to a Pin

Pinterest’s latest upgrade signals a shift in how users discover and connect with fashion.

Dana Cho, Pinterest’s VP of Design, called the platform’s visual search tools a prime example of how shoppers now seek inspiration—through images, not words.

With the new feature, tapping a pin triggers an animated glow that highlights key elements like patterns, colors, and textures.

Behind the scenes, Pinterest uses Visual Language Models (VLMs) to generate concise, descriptive summaries of each image.

The platform also leverages multimodal embedding—akin to Google’s image-and-text search—to sharpen results, though it has not revealed which models it is using.

These updates arrive as competition intensifies from TikTok and Instagram, where algorithm-driven discovery reigns.

By enhancing its visual search capabilities, Pinterest is reinforcing its core strength: turning curiosity into action through personalised, image-first shopping experiences.

Refine Fashion Finds by Occasion, Style, and Color on Pinterest

Pinterest is doubling down on personalisation with new visual search enhancements designed to make discovering fashion more intuitive and inspiring.

A newly introduced refinement bar allows users to filter results by colour, style, and occasion—so someone who finds a casual skirt, for example, can easily adjust their search to surface more formal options suited for the office.

Soon, users will also be able to long-press any image on their Home feed to begin a search instantly, streamlining the discovery process.

These updates come as Pinterest works to strike a balance between innovation and authenticity.

In response to growing concerns about the prevalence of AI-generated content, the platform will label such images clearly and offer users the option to limit their appearance in feeds.

Many users had voiced worries that synthetic content could drown out real-world inspiration.

Matt Madrigal, Chief Technology Officer, said:

“As people encounter AI-generated content on Pinterest, we are empowering our users to make more informed choices about the content they see.”

Madrigal emphasized that generative AI is intended to amplify—not replace—creative discovery, and that Pinterest is approaching the technology with a careful, user-first mindset.

By refining search capabilities and setting clear boundaries around AI, Pinterest is aiming to evolve into a smarter, more purposeful shopping destination that helps users define and explore their personal style without being overwhelmed by artificial content.