Pinterest is introducing a transformative approach to personalization through its “additive AI” strategy, aiming to reshape user experiences by prioritizing transparency, serendipity, and user control. This initiative is particularly significant for Canadian users, as it enhances the platform’s ability to deliver more relevant and personalized content while maintaining user well-being.
What Is Additive AI?
Under the leadership of CTO Matt Madrigal, Pinterest’s additive AI philosophy shifts the focus from algorithms designed to maximize user engagement at any cost to systems that help users design the digital worlds they want. Madrigal emphasizes that Pinterest’s algorithms are not intended to keep users hooked but to serve real human needs, delivering highly personalized experiences that map hundreds of billions of unique interactions connecting interests, goals, and behaviors.
Key Features of Pinterest’s Additive AI
- Visual Language Models (VLMs): Pinterest has introduced VLMs to enhance fashion search capabilities. These models help users describe and discover fashion items even when they struggle to find the right words. By decoding and analyzing images, the tool generates descriptive terms that capture the style and overall aesthetic of clothing items in Pins. Users can click on these terms to refine their preferences, such as adjusting colors, fabrics, or tailoring the outfit for specific occasions like work settings.
- Inclusive AI: Pinterest’s inclusive AI features allow beauty and fashion searches to be refined by hair pattern, skin tone, and body type, ensuring that users see a diverse range of representations in their search results.
- User Control: The platform offers users greater control over their experience by providing options to opt out of having activity used to train models and to toggle the visibility of AI-generated content.
Additive AI in Canada
Canadian users are among the first to experience these enhancements. The new visual search tools, announced in May 2025, are available for women’s fashion content in Canada, allowing users to find ideas that match their personal tastes without using words. These tools let users search and shop for the details of an outfit they like by breaking down and decoding images.
A Responsible Approach to AI
Pinterest’s commitment to responsible AI development is evident in its efforts to prioritize user well-being. Unlike other platforms that have faced criticism for embedding algorithms that fuel compulsive behaviors and encourage doomscrolling, Pinterest’s additive AI approach aims to create a more balanced and user-centric experience.
Looking Ahead
As Pinterest continues to roll out its additive AI features, users in Canada can expect a more personalized and inclusive experience that aligns with their unique preferences and needs. By focusing on transparency, serendipity, and user control, Pinterest is setting a new standard for responsible AI in the digital space.
