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How Pinterest’s ‘Inclusive AI’ Is Getting Users to Shop

The social-media giant is making it easier for users to find inspirational images of people with similar hair, skin and body types as them, helping it attract Gen-Z consumers who are using shopping features on the platform at a higher rate than any other group.
A collage of search results on Pinterest.
Pinterest's AI-powered filters allows users to find images of people based on attributes like skin tone and body type. (Pinterest)
By
BoF PROFESSIONAL

As a source of inspiration for everything from hair styles to fashion, social media — like magazines before it — has served some users better than others. Marginalised groups haven’t always seen images of people with their features when searching for ideas online.

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Further Reading

Why Fashion Hasn’t Given Up on Social Commerce

Outside Asian markets, companies have yet to see lasting success in melding social media and e-commerce. But platforms and brands continue to adapt social selling to meet their respective consumers.

Will Brands Ever Get Product Recommendations Right?

The technology that exists for brands to offer customers individualised online shopping experiences is expensive and complex. But some start-ups are finding ways to personalise product recommendations and more.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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