Pinterest has its own AI assistant now

Pinterest is adding a new way to find clothes, furniture and other sources of aesthetic inspiration through its app. It’s called Pinterest Assistant, and it’s an AI-powered search and recommendation tool that uses knowledge of your Pinterest activity to tailor its responses.

Whereas other search features work best when you have a specific thing you’re looking for in mind, Pinterest says the Pinterest Assistant is meant to handle more open-ended requests. Asking for pillows that match your “living room decor” is supposed to be enough for the AI to surface interesting results. To do that, the Pinterest Assistant looks at the items you’ve saved and the boards you’ve created (for example, a board full of living room decor inspiration), compares it with the things Pinterest users with similar taste have saved and displays visual results tailored to you.

Pinterest appears to be specifically interested in the multimodal aspect of this new feature. The main way the company imagines you’ll interact with Pinterest Assistant is via a mic icon in the Pinterest app that starts a voice search. The AI assistant then takes that audio prompt and uses it to filter and analyze visual content to find the best fit. Besides surfacing items you might not have found on your own, Pinterest says the whole process should be “closer to how people shop in real life.”

Rolling out its own AI features puts Pinterest in an interesting place when it comes to AI content on its platform. Users have complained that the growing amount of AI-generated material on Pinterest has made it hard to find real things to buy or add to a board. In May, the company started labeling AI content in the app to make finding real items easier, and earlier in October it added a way to “dial down” the amount of AI generated content users see in the app. Pinterest Assistant isn’t necessarily a solution for an AI slop problem the company is struggling to solve, but it might help users who are sick of sifting through AI content anyway.

Pinterest Assistant begins rolling out in beta today to users in the US who are 18 and over, with wider availability coming in the next weeks and months.