Pinterest Bets on AI-Assisted Shopping, Cautions Full Automation is Distant
SAN FRANCISCO, CA – August 9, 2025 – Pinterest is doubling down on integrating artificial intelligence (AI) into its platform to enhance the shopping experience, but CEO Bill Ready signaled Friday that fully autonomous AI shopping agents are still years away from mainstream adoption. The company is focusing on AI tools that assist users throughout the shopping journey, rather than replacing them entirely, according to remarks made during the Q2 2025 earnings call.
Ready’s comments address a growing industry debate surrounding “agentic AI” – AI systems capable of independently completing tasks, including purchases. While the potential for such technology is critically important, Pinterest believes consumer trust and comfort levels need to evolve before widespread acceptance.
“It’s going to be a very,very long cycle for that to play out,” Ready stated,referring to customers relinquishing control of their purchases to AI. “Customers will have to get used to that idea.”
However, Pinterest is already leveraging AI to considerably improve the user experience. The platform is utilizing AI to deliver highly personalized product recommendations based on user taste and style, even from minimal data points. This curation aims to streamline the shopping process and reduce the time and effort required to find desired items.
According to the company’s Q2 2025 earnings call transcript, Pinterest has made AI “central to everything that we’re doing.” This includes employing large language models (LLMs) and agentic capabilities to enhance finding and make shopping more “frictionless.”
This strategy aligns with Pinterest’s broader vision, as articulated by Vice President of Design Dana cho in a May interview with PYMNTS CEO Karen Webster. Cho emphasized the goal of “bringing the joy back to shopping,” suggesting that technology has adequately addressed the transactional aspects, leaving room for innovation in the discovery phase.
the Rise of AI in Retail & the Focus on Personalization
Pinterest’s approach reflects a wider trend within the retail industry. A recent collaborative study by PYMNTS Intelligence and Fiserv, titled “GenAI Applications in Retail Transaction Analysis: Industry Trends and Insights,” reveals that 54% of retailers have already implemented GenAI to analyze transaction and payment data for customer segmentation within the last year. This data-driven personalization is key to improving customer engagement and driving sales.
The report highlights that retailers are increasingly recognizing the value of GenAI in understanding customer behavior and tailoring experiences accordingly. This focus on personalization is notably relevant for visual platforms like pinterest, where users often browse for inspiration and discover new products based on aesthetic preferences.
Looking Ahead:
Pinterest’s strategy represents a pragmatic approach to AI integration. By focusing on AI-powered assistance rather than full automation, the company aims to build user trust and deliver immediate value. This approach positions Pinterest to capitalize on the growing demand for personalized shopping experiences while navigating the complexities of emerging AI technologies. The company’s Q2 2025 earnings report showed a 9% increase in revenue year-over-year, partially attributed to the early success of these AI-driven features.
Key Details Not in Original Article:
Location: Specifically mentions San Francisco, CA as the location of the declaration. Financial Performance: Includes a note about pinterest’s 9% year-over-year revenue increase.
Study Details: Provides the full title of the PYMNTS/Fiserv study.
Specific Dates: Highlights the Q2 2025 earnings call and the May PYMNTS interview.
* Angle: Emphasizes the pragmatic, user-centric approach Pinterest is taking to AI, contrasting it with more aspiring, fully automated visions.
