Pinterest has “effectively become an AI-enabled shopping assistant,” according to CEO Bill Ready, even if users don’t think of it that way.
Speaking on the company’s Q2 2025 earnings call, Ready credited AI-powered visual search and personalized product discovery for driving “cumulative gains across the business.”
The platform’s recommendation engine now proactively serves up content aligned with users’ tastes and styles, much like a human personal shopper, helping them move further down the shopping journey “without having to do the work.”
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While agentic AI purchasing (where an AI directly makes buying decisions) hasn’t yet arrived on Pinterest, Ready says users are already embracing AI-curated suggestions.
“We’ve significantly improved the relevance and personalization of our content using AI,” he noted. “We’ve become a destination for users to explore their expansive set of commercial journeys.”
Pinterest isn’t alone. eBay launched a conversational AI shopping assistant in May, and Amazon began testing “Buy for Me” in April, allowing AI to purchase items from third-party sites without leaving the app.
The strategy is working. Pinterest’s Q2 revenue jumped 17% YoY to $998 million, with global monthly active users up 11% to 578 million. Gen Z now makes up over half the user base, though growth spans all demographics, drawn to “purely visual search experiences” that help when “you don’t have the words to describe what you’re looking for… but you’ll know it when you see it.”
“It’s abundantly clear that Pinterest is an AI winner,” Ready concluded.