Pinterest is enhancing its visual search feature by introducing several new capabilities centered around AI-powered technology. The company announced these upgrades will allow users to perform more precise searches using images instead of traditional text-based queries.
The new tools added to Pinterest’s visual search include advanced functionalities intended to refine searches further, enabling users to pinpoint specific details or aspects within images. Pinterest aims to position its platform as the optimal search engine for content that is challenging to articulate precisely in words, such as certain styles, aesthetics, or overall themes.
One key feature being rolled out initially targets women’s fashion in the United States, Canada, and the United Kingdom. When users select an image, they will see an animated glowing highlight indicating details of the selected Pin. Pinterest will then use generative artificial intelligence—specifically visual language models (VLMs)—to produce descriptive words, helping users understand exactly what draws them to that image.
This upgrade closely mirrors Google’s multimodal search capabilities, which blend text and image queries together. However, Pinterest distinguishes its approach by automatically generating descriptive keywords to assist users in further refining their searches. While the company stated it employs leading multimodal embedding techniques, specific models were not disclosed.
Another significant update makes it easier to explore variations of particular fashion items by color, style, or fabric. Pinterest provided an example of finding an alternative clothing item with a certain aesthetic—such as a similar blazer designed for formal attire—or transforming a general fashion search into one targeting a specific trend like the “Y2K” style.
The company also mentioned plans to expand visual search functionality across other areas of its app. Soon, users will be able to initiate a visual search instantly by simply long-pressing on any Pin appearing within their Home Feed.
These improvements follow recent concerns raised by the Pinterest community regarding the increasing presence of AI-generated images on the platform. In response, Pinterest recently announced it will start clearly labeling such AI-produced images and give users options to reduce their exposure to them. The company hopes these combined initiatives reinforce Pinterest’s original appeal as an authentic source for visual inspiration and shopping guidance, leveraging advanced AI to benefit rather than detract from user experience.
