Pinterest adds AI features to boards for shopping and personalization

Pinterest introduced vital updates to its core boards characteristic on October 27, 2025, introducing synthetic intelligence capabilities designed to rework how customers manage and uncover content material on the platform. The social media firm plans to roll out these options globally over the approaching months.

The up to date boards will embody three new tabs based mostly on content material customers have beforehand saved. A “Make it yours” tab targets trend and sure house decor boards, providing product suggestions and content material to assist customers implement their saved concepts. The “Extra concepts” tab gives associated Pin ideas for different classes together with magnificence, recipes, and artwork. An “All saves” tab maintains entry to beforehand saved Pins. Customers can entry these tabs when viewing boards from their profiles.

“Boards are central to what makes Pinterest an inspirational expertise for our customers, so we’re investing in making them even higher,” Vicky Gkiza, VP of Product Administration, said within the announcement. “At this time’s updates make boards into a private procuring assistant, powered by AI, to assist customers transfer from admiring their dream types or areas to actively reaching them.”

The platform has emerged as a major participant in visible discovery and procuring. Pinterest launched Top of Search adson September 25, 2025, permitting advertisers to achieve customers at vital discovery moments with 29% greater click-through charges in comparison with customary campaigns. These developments point out the corporate’s technique to place boards as greater than organizational instruments—they’re changing into procuring locations.

Testing styled collages in North America

Pinterest is experimenting with a characteristic referred to as “Styled for you” solely in the US and Canada. This performance creates dynamic AI-generated collages from trend Pins customers have saved to their boards. The software permits customers to combine and match totally different trend gadgets and equipment, enabling them to assemble and buy full outfits based mostly on their established preferences.

The characteristic represents a shift from passive inspiration gathering to energetic outfit creation. By combining gadgets customers have already proven curiosity in, Pinterest goals to cut back the hole between discovering trend content material and making buy selections.

Personalised board curation

One other check characteristic, “Boards made for you,” combines editorial curation with AI-powered suggestions to create personalised boards. These boards will seem instantly in customers’ house feeds and inboxes, that includes shoppable content material corresponding to trending types and weekly outfit ideas. Pinterest plans to start rolling out this characteristic within the US and Canada inside the subsequent few months.

This strategy differs from conventional algorithmic content material supply by incorporating human editorial judgment alongside machine studying. The mixture may probably supply extra nuanced suggestions than purely automated techniques whereas sustaining personalization at scale.

Implications for digital promoting

The board enhancements carry vital implications for advertisers and entrepreneurs utilizing Pinterest as a channel. By reworking boards into extra dynamic, shopping-oriented environments, Pinterest is creating further touchpoints the place business content material can attain customers who’ve already demonstrated curiosity in particular classes.

The platform’s deal with personalization via AI may enhance conversion charges for advertisers. When customers interact with boards that actively recommend merchandise aligned with their saved content material, they’re encountering suggestions in a context the place buy intent could also be greater than on the whole shopping.

Pinterest’s technique additionally displays broader developments in social commerce, the place platforms are integrating procuring performance instantly into discovery experiences relatively than treating commerce as a separate vacation spot. The company launched controls for AI-generated content on October 16, permitting customers to regulate the quantity of artificial imagery of their feeds, indicating consciousness of consumer issues about AI-generated materials.

Technical implementation particulars

The brand new board options depend on machine studying fashions educated on consumer conduct patterns, together with which Pins people save, how they manage boards, and what classes obtain probably the most engagement. The AI techniques analyze these patterns to generate personalised suggestions that match established preferences whereas introducing new however associated content material.

The “Styled for you” characteristic requires further pc imaginative and prescient capabilities to determine clothes gadgets, equipment, and their attributes inside saved photographs. The system should perceive fashion compatibility, colour coordination, and trend context to create cohesive outfit ideas from disparate saved gadgets.

For “Boards made for you,” Pinterest combines automated content material curation with human oversight. This hybrid strategy suggests the corporate acknowledges limitations in totally automated techniques, notably for subjective areas like fashion and aesthetics the place human judgment gives worth.

Market context

Pinterest operates in a aggressive panorama the place a number of platforms vie for consumer consideration and promoting {dollars}. Instagram, TikTok, and conventional e-commerce websites all compete for visible discovery and procuring actions. Pinterest’s differentiation lies in its express deal with planning and inspiration relatively than social networking.

The corporate reached 578 million month-to-month energetic customers in accordance with its second quarter 2025 outcomes, with income rising 17% year-over-year to $998 million. Whereas smaller than rivals like Instagram, Pinterest’s consumer base demonstrates excessive intent for planning purchases and initiatives, making it enticing for sure advertiser classes.

These board updates particularly goal trend and residential decor, two classes the place Pinterest has traditionally proven power. The platform’s visible search capabilities and collections of aspirational content material have made it notably in style for these verticals. Generation Z users now comprise more than 50% of Pinterest’s user base, with 39% preferring to start out procuring searches on Pinterest relatively than conventional search engines like google.

Regional rollout technique

Pinterest’s resolution to check sure options first in the US and Canada displays customary platform testing practices. These markets supply giant, engaged consumer bases with mature e-commerce infrastructure, offering optimum situations for evaluating new shopping-focused options earlier than broader deployment.

The worldwide rollout of primary board enhancements—the three-tab system—will attain worldwide customers over the approaching months, although Pinterest has not supplied particular timing. The staggered strategy permits the corporate to assemble suggestions and refine options earlier than full-scale deployment.

Privateness and information concerns

The personalization options depend on analyzing consumer information, together with saved Pins, board group, and shopping patterns. Pinterest should stability advice accuracy with consumer privateness expectations, notably as regulatory scrutiny of information practices continues throughout a number of jurisdictions.

The corporate has not detailed particular information practices for these new options within the announcement. Nonetheless, the AI-powered suggestions essentially contain processing consumer exercise information to generate personalised ideas.

Enterprise mannequin alignment

These updates align with Pinterest’s advertising-driven enterprise mannequin. By making boards extra partaking and shopping-focused, the platform probably will increase time spent on web site and creates extra alternatives for customers to come across sponsored content material. The personalised nature of suggestions may additionally enhance advert focusing on effectiveness.

The emphasis on shoppable content material and product suggestions creates pure integration factors for service provider partnerships and affiliate relationships. Pinterest expanded its programmatic advertising access via Index Alternate and Criteo, broadening stock availability throughout demand-side platforms. The corporate can probably generate income via a number of channels: conventional promoting, procuring options, and transaction-related charges.

Platform evolution

The board updates characterize Pinterest’s newest effort to evolve its core product past easy picture bookmarking. The platform has progressively added options like video Pins, concept Pins, and procuring capabilities over a number of years. These new AI-powered enhancements proceed that trajectory, utilizing rising applied sciences to distinguish Pinterest’s providing.

Whether or not customers embrace the extra commerce-oriented board expertise stays to be seen. Some could admire the seamless integration of procuring instruments, whereas others may choose boards as purely organizational areas. Pinterest’s testing strategy suggests the corporate is monitoring consumer response rigorously earlier than full dedication.

Emily Reuter, Chief Financial Officer of Instacart, joined Pinterest’s board on September 18, 2025, signaling the platform’s strategic deal with commerce performance. The appointment mirrored Pinterest’s transformation from an inspiration platform to a complete commerce vacation spot.

Timeline

Abstract

Who: Pinterest, a visible discovery platform with 578 million month-to-month energetic customers, introduced the updates via Vicky Gkiza, VP of Product Administration.

What: Pinterest launched AI-powered upgrades to its boards characteristic, together with three new tabs (“Make it yours,” “Extra concepts,” and “All saves”), a “Styled for you” outfit creation software, and “Boards made for you” personalised board curation. The options remodel boards from organizational instruments into personalised procuring and discovery environments.

When: The announcement got here on October 27, 2025, with options rolling out globally over the subsequent few months. Some options like “Styled for you” and “Boards made for you” are at the moment being examined in the US and Canada particularly.

The place: The fundamental board enhancements will roll out globally to all Pinterest customers. The “Styled for you” collage characteristic and “Boards made for you” curated boards are being examined solely in the US and Canada earlier than potential growth.

Why: Pinterest goals to rework boards from passive inspiration collections into energetic procuring assistants that assist customers implement their saved concepts. The updates help Pinterest’s enterprise mannequin by growing engagement, creating extra touchpoints for advertisers, and positioning the platform as a commerce vacation spot relatively than only a bookmarking software.