What: Pinterest has implemented AI-powered filters for skin tone, body type, and hair patterns, significantly enhancing the platform's inclusivity and personalisation. This move is attracting more Gen-Z users, who are engaging with the platform's shopping features at a higher rate than other demographics.

Why it is important: The introduction of inclusive AI on Pinterest not only addresses the need for representation and personalisation in digital spaces but also strategically positions the platform to capitalise on the growing trend of social commerce. By making it easier for users to find inspirational content that reflects their own appearance, Pinterest is fostering a more engaging and satisfying user experience, which in turn drives higher engagement with shoppable product pins.

Pinterest's deployment of inclusive AI, featuring filters for skin tone, body type, and hair patterns, marks a significant step towards more personalised and inclusive content discovery. Launched to address the lack of representation in online inspiration, these filters allow users to easily find images of people who look like them. The initiative has led to a notable increase in searches using these filters, indicating their popularity among Pinterest's user base.

This move towards inclusivity has particularly resonated with Gen-Z users, who now account for over 40% of Pinterest's monthly active users. This demographic's engagement with the platform's shopping features has surged by 50% year over year in 2023, highlighting the potential of personalised content to drive e-commerce growth. Pinterest's focus on inclusive AI and its impact on social commerce underscores the platform's commitment to catering to the evolving needs and expectations of its users, particularly those from younger generations seeking a more personalised and inclusive online shopping experience.

How Pinterest’s ‘Inclusive AI’ is getting users to shop