Pinterest reported strong financial results for the third quarter of 2025, reflecting the success of its artificial intelligence (AI)-driven strategy in boosting engagement, monetization, and advertiser performance. Revenue grew 17 percent to 1.049 billion dollars, while global Monthly Active Users (MAUs) rose 12 percent to 600 million – marking Pinterest’s ninth consecutive quarter of record user growth.
At the heart of Pinterest’s business growth is its transformation into an AI-powered visual-first shopping assistant. Its proprietary “taste graph,” trained on billions of first-party signals from user curation and shopping activity, allows Pinterest to anticipate individual preferences and serve deeply personalized recommendations. This predictive capability has made the platform a go-to destination for visual inspiration, discovery, and shopping – especially among Gen Z, which now represents more than half of Pinterest’s user base.
Pinterest’s AI technology delivers proactive personalization that understands evolving tastes and surfaces relevant products even before users begin searching. Unlike traditional chat or search platforms, Pinterest’s AI continuously curates individualized feeds that bridge inspiration and purchase intent, creating a seamless shopping experience for its 600 million users.
The company’s visual search capabilities, strengthened by AI investments, are also a key driver of engagement. Pinterest now handles about 80 billion monthly queries, with visual and related-item searches growing fastest – up 44 percent year-over-year in the third quarter. The new multimodal search feature, initially launched for women’s fashion, allows users to combine image and text inputs, improving precision and discovery. Powered by Pinterest’s proprietary multimodal model, the feature is 30 percent more effective at identifying and recommending relevant content compared to standard off-the-shelf models.
Pinterest has also introduced its new Pinterest Assistant, a voice-activated, AI-powered conversational tool that enables natural language discovery. Users can describe open-ended ideas – such as “suggest modern coastal decor for a small space” – and receive curated visual recommendations and shoppable results in real time. Currently in beta testing in the United States, Pinterest Assistant is designed to evolve into a proactive AI companion that deepens engagement and shopping intent.
Boards, a core feature of Pinterest, are now enhanced with AI to make them more inspirational and shoppable. With over 15 billion boards created, these serve as rich intent signals that AI uses to help users move smoothly from inspiration to purchase. Users who engage with boards are more likely to revisit and less likely to churn, demonstrating how AI enhancements strengthen long-term retention and monetization.
On the advertising front, Pinterest’s Performance+ suite uses AI to automate and optimize campaigns, delivering higher return on ad spend (ROAS) with fewer inputs. AI-driven bidding strategies, including ROAS-based bidding and catalog optimization, enhance ad targeting and conversion efficiency. Outbound clicks to advertisers grew 40 percent year-over-year, and Pinterest now captures up to 10 percent of total ad spend from some of the world’s largest brands.
Case studies show the real-world impact of AI in advertising performance. Pandora, a leading global jewelry retailer, achieved a 36 percent ROAS increase after adopting Pinterest’s conversion API and realized a 148 percent ROAS gain across key markets after implementing offline conversions and Performance+ automation.
International markets also represent a major growth opportunity, as Pinterest continues scaling its AI and ad infrastructure globally. The company’s use of open-source models and infrastructure optimizations ensures cost-efficient expansion while maintaining strong engagement metrics.
AI remains the cornerstone of Pinterest’s growth strategy – enhancing discovery, improving ad relevance, and making the platform a seamless bridge between inspiration and shopping. By blending personalization, creativity, and commercial intent, Pinterest is positioning itself not just as a social media platform but as an indispensable AI-powered visual shopping assistant for its 600 million users and a trusted marketing partner for global brands.
Rajani Baburajan
