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Pinterest Demonstrates How Visual Search Should Look in the AI Era

Pinterest is once again transforming how people discover products. Last year, they introduced product displays on personalised backgrounds, and now they've harnessed generative AI tools. Whether it's a specific clothing item, colour combination, or entire style, users can more easily find exactly what caught their interest in an image. E-commerce can benefit from this as well. Although the feature is currently being tested in only a few countries, the direction of development is clear – visual search is becoming a key tool in online sales.

Veronika Slezáková Veronika Slezáková
Editor in Chief @ Ecommerce Bridge, Ecommerce Bridge
Pinterest Demonstrates How Visual Search Should Look in the AI Era
Source: Pinterest

Pinterest users can now specifically search for particular elements from images – such as a jacket, shoes, or colour palette – and instantly view similar or complementary products.

This process utilises generative AI, which analyses images and creates descriptive phrases, enabling users to better recognise what they like about an image and continue browsing or shopping. Pinterest is introducing:

  • Simple search initiation: A long press on any Pin activates visual search.
  • Results customisation panel: Users can filter results by style, material, colour, or occasion. For example, if someone likes a particular jacket, they can quickly filter for similar ones that are more formal or in a different style.
  • Visual element highlighting: A new “animated glow” effect directs attention to clickable areas of images. This can increase interactivity and interest.

These innovations are currently available only for women’s fashion in the USA, United Kingdom, and Canada. However, Pinterest indicates that the features will eventually expand to other categories and countries.

Pinterest improves visual search – what does this mean for e-commerce?

Visual search shortens the journey from inspiration to purchase. Generation Z and millennials increasingly shop with their eyes. They make decisions based on visuals, aesthetics, and impression. Pinterest is therefore building on what it does best: transforming inspiration into a specific product.

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Veronika Slezáková
Veronika Slezáková
Editor in Chief @ Ecommerce Bridge, Ecommerce Bridge
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