Pinterest is updating its visual search tool with new AI-powered features.
Pinterest unveiled, this Monday, May 5, 2025, in a blog post, several new features for its visual search tool, which should make it possible to refine queries that are difficult to express with words.
On Pinterest, a new visual search tool
According to Pinterest, its new visual search tool ” breaks down and decodes images so users can quickly search for and shop for outfit details. ” To do this, tap the Search Image button to begin scanning. A list of keywords related to the selected image will appear, along with similar content. It will also be possible to select only one element or detail of the image to view related searches.
Most online searches begin with words, but describing a mood, style, or aesthetic can be complex and challenging. As a visual search platform, Pinterest helps overcome this obstacle by using images as a starting point, the visual inspiration platform says.
The tool is currently only available for the ” Women’s Fashion ” category in the United States, Canada, and the United Kingdom, but will gradually be expanded to other categories and countries, the platform warns.
A new search bar to refine your results
Pinterest also has a new search bar built into it. This will allow you to refine your searches to find exactly what you want. If you find a product you like, but the color isn’t right for you, simply select the color tab and choose the one you want. Several tabs will also be integrated, such as Occasion , Style , Color , or Season (see cover image).
“We don’t just provide search results; we design a personalized discovery journey that allows everyone to find their unique style and shop it,” said Dana Cho, vice president of design at Pinterest.
Artificial intelligence now occupies a central place in visual search
These new features rely on visual language models (VLMs), similar to Google Lens. This technology allows users to combine text and images and detect links between the two. In Pinterest’s case, AI helps users generate keywords to enrich or refine their searches and thus offer content that matches their tastes.
