Pinterest Enhances and Refines Visual Search Tools
Pinterest just launched a new visual search tool that helps users find that one pin when words escape them. Users can now use images to search for what they are looking for, a tool not unlike Google Lens. The tool is currently only available in Canada, the U.K., and the U.S., and functionality is limited to women’s fashion, but Pinterest expects to expand to more categories and geographic reach over time.
According to Retail Touchpoints, “Pinterest is using Visual Language Models (VLMs), a form of generative AI, to provide its users with this more expansive visual vocabulary. Additionally, the platform has integrated multimodal embedding models, providing users with the tools to more easily search using a combination of image and text to find the exact content matching their specific tastes.”
SELF EXPRESSION AND STANDING OUT
Furthermore, Pinterest’s new campaign “shows how Pinterest helps you curate a style and identity that truly resonates with you, through the power of visual search.” This feature is key not just for deeper personalization but also enhanced shoppability.
A RISING SEARCH ENGINE
Pinterest has been heavily investing in visual search technologies to better service its users and connect at deeper level by enabling searches that match their aesthetic, or “vibes” they are aiming for.
Often overlooked by buzzier social media apps, Pinterest has become a popular search engine. According to a March 2025 survey done by Adobe:
39% of consumers and business owners purposefully use Pinterest to search for information.
36% start their searches on Pinterest rather than Google (this percentage rises to 39% for Gen Z!)
73% of Pinterest users mention using the platform as a search engine because of it is “more visually appealing”
56% of consumers said the like searching in Pinterest because it’s easier to save ideas for future reference.
24% of business owners said they Pinterest for advertising and nearly a quarter of the respondents said they planned to increase ad spending on the platform.
