Pinterest has always been the go-to platform for people looking for ideas. It’s where people find inspiration, and where they get new ideas and make personalized boards according to what they like.

Unlike other platforms, Pinterest can also be considered a visual search engine. And unlike other search engines, Pinterest isn’t focused on taking text inputs and searching for results.

Instead, this platform has stuck by a more visual approach to finding results, which allows people to look for what they want through pictures, not words.

This search engine method is why Pinterest stands out as an artist’s favorite platform. It’s also Pinterest’s unique method which makes searching more intuitive and engaging.

At its core, Pinterest’s search engine is all AI. Specifically, we’re talking about computer vision and deep learning machine models which control how Pinterest works as a search engine.

By using AI, Pinterest allows people to look for pictures that look very similar. Similarly, this also allows users to shop for things and get personalized suggestions on what they’d like, and this is what makes content discovery a lot easier and more fun.

As a result, Pinterest hasn’t just become the place of inspiration. It’s also a brilliant place for brands to market their products visually.

As you read on, you’ll see how AI is used to control Pinterest’s search engine features and the benefits that this brings to the platform. Here, we’ll explore how Pinterest uses AI to make life easier for their users. Let’s begin!

How AI Powers Pinterest’s Visual Search

Computer Vision and Deep Learning

Pinterest’s main visual search features come through computer vision. If tech isn’t your forte, then think of computer vision as AI literally looking at the pictures.

Through computer vision, AI looks at pictures to interpret and understand visual data. From the picture, the AI makes note of all patterns, shapes, and colors that are used in the photo. This is what’s used to identify similar objects. 

For example, imagine AI looking at the picture of an apple. From here, AI will note the shape and colors of the apple. Then, you’ll be shown suggestions that are very similar to the original picture which just means that you’ll be suggested more pictures of apples.

This technology allows Pinterest’s AI to go beyond simply just recognizing things in a picture. It allows the platform to understand complex pictures and objects which, in turn, can be used to help its users.

Deep learning models also play an important part in making this whole process a lot better. These models are trained on huge datasets which allows them to be better at recognizing things. 

Over time, as users continue to use Pinterest’s AI to visually find things, the AI continues to improve. This ensures that the visual AI tools continue to be better and be able to provide users with exactly what they want.

Image Recognition

Pinterest also uses what’s called “neural networks” to pinpoint certain things in pictures and match them with other objects that look very similar. This process takes keyword tagging to a different level as it does more than just understand metadata of pictures. It also allows AI to understand the context of a picture.

This is where the apple example becomes more relevant again. In the picture of the apple, the AI further tries to understand more about the picture. It clarifies whether your picture is of a cartoonish apple or maybe an oil painting. Based on its findings, it then suggests similar design ideas.

The ability to recognize objects and provide similar suggestions is what makes Pinterest a great app. It allows Pinterest to provide its users with relevant content, even when descriptions aren’t as clear. 

Contextual Understanding

AI doesn’t just do a good job at recognizing what’s inside of a picture. It’s also able to recognize the context of pictures. 

By analyzing those large datasets, Pinterest can determine patterns in what each user prefers, and this allows the app to provide better recommendations. 

This is why when people go around searching for summer outfits on Pinterest, you’re not shown boring or old fashioned outfits. Instead, you’ll be shown trendy options and seasonal preferences, making the search more accurate and helpful.

The ability to understand context sets Pinterest apart from other search engines. The app doesn’t just focus on keywords, it also prioritizes visual cues to deliver accurate and personalized results. In turn, this makes the platform super easy to use.

The Key Features of Pinterest’s Visual Search

Pinterest Lens

Pinterest Lens is the main AI feature that’s used on the platform. This tool allows people to take pictures of something that’s in front of them using the device’s camera. AI then takes a look at this picture and provides similar items or designs on Pinterest.

This AI feature helps make Pinterest useful by connecting the gaps between online and offline discovery. In turn, this makes it easier for people to find inspiration no matter where they are.

Simply put, Pinterest Lens is super convenient. The tool allows people to capture real world inspiration and find similar results online. It doesn’t matter what kind of item it is—clothes, street signs or even graffiti—the AI feature makes it easy to find relevant ideas.

Shop The Look

Ever seen a wonderful outfit online that you want to have but have no idea where the shirt or dress is from? What if there was a tool that would show you similar results and places for you to buy what you’re looking at?

That’s what Shop The Look lets you do on Pinterest. This feature allows users to use AI to find fashion or even decor items in a picture. The AI then provides direct shopping links to these items. This feature lets people look at and possibly even buy products without leaving the app.

This is also where brands and influencers come into play. With Pinterest’s abilities to provide direct shopping links, both consumers and sellers can benefit from the convenience. 

The tool not only simplifies the whole buying procedure, but it also allows businesses to reach potential customers through visual discovery. Shop The Look is a perfect example of how Pinterest uses AI to provide convenience. 

By integrating e-commerce features directly into the platform, the app becomes a one-stop shop for inspiration and purchase. From this, consumers get the clothes and items they want and brands get their revenue.

Related Pins or Recommendations

Pinterest’s AI is also mainly used to provide relevant recommendations based on user preferences.

When Pinterest users save pins or like content, AI scans the pin to look for visual elements. Then, it goes looking for similar content. These are shown to the user through recommendations to keep the user engaged and provide them with fresh ideas.

Additionally, Pinterest also looks at what you’ve searched in the past or what you’re adding to your Pinterest Boards. From here, it notes what you’re looking for and then automatically suggests these results to you.

This continuous learning process lets the app provide content that always matches the users’ interests.

By understanding user preferences and behavior, Pinterest can easily deliver content that’s engaging and relevant. This keeps users coming back whenever they need ideas or inspiration, and this brings long term retention and better engagement.

How Pinterest Improves User Experience Through AI

Personalization

The reason your Pinterest looks the way it does is through the AI’s personalization features. The AI analyses the type of content that you like through what you’re searching, saving, and adding to your boards.

Similar content is then automatically suggested to you to keep your engagement up. In turn, this gets you to stay on the app longer.

Accessibility and Inclusivity

Pinterest’s AI visual search features also makes it easier for people who may struggle with those old fashioned text-based searches. 

It doesn’t matter if it’s because of language barriers or difficulty in describing a specific item. Considering the way Pinterest works, you don’t need words. You only need to be able to identify what you’re looking for, which makes the app usable for more people.

Super Simple Shopping Experience

The platform’s visual AI features have made it really easy for people to buy what they like. Through these special pins, users can easily find direct shopping links for products they are interested in.

This addition of shoppable pins and direct purchase links makes shopping super easy. In turn, this also benefits the brands because people are more likely to complete their purchase given how easy it is.

Faster Discovery

With traditional search engines, you need words and specific keywords to find exactly what you’re looking for. This can be really annoying if you don’t know those specific keywords.

But Pinterest gets rid of this problem.

On Pinterest, you don’t need words since the platform provides similar matches based on the picture that you’re looking at. Because of this, people can easily find relevant products, and more inspiration and ideas without those lengthy descriptions.

Improved Ad Targeting

Pinterest users aren’t the only ones benefiting from its AI features. Businesses also find these features to be really helpful. 

By using AI, businesses find ad targeting a lot easier because the AI can recognize patterns through people’s searches and saved pins. Based on these patterns, the AI allows businesses to reach specific audiences easily. These audiences are then shown ads which are relevant to their interests.

Better User Retention

Being on a platform that doesn’t show you what you want to see can be annoying and that’s more than enough reason for you to not use that app. Pinterest knows that!

That’s why Pinterest prioritizes using AI to show you content that you will definitely like. A more engaging experience gets users to spend more time on Pinterest which means that they’ll continue to see things they enjoy and prefer.

The Bottom Line

Pinterest’s visual search is a unique take on search engines. With help from AI tools like deep learning models and computer vision, Pinterest is able to provide search results that don’t look like your traditional results. Here, you won’t see words. Instead, you’ll see pictures or short videos of what you’re looking for.

From Pinterest Lens and Shop the Look to personalized suggestions, the platform’s features don’t just improve user engagement. Instead, they also make the app super useful when it comes to shopping for specific products, and the benefits aren’t just for customers. 

Brands also benefit from Pinterest and its AI searching features as they can reach their target audiences more effectively. This leads to better ad performances and more sales.

Do you want to see how Pinterest’s AI works? Just head on to the app and spend a few minutes looking at something. Come back to the app a while later and you’ll see how the platform has immediately recognized things that you may like. Go and try it for yourself!