Pinterest’s intensified focus on artificial intelligence is driving away its most loyal users, who are increasingly frustrated by the proliferation of AI-generated content that clutters the platform. This strategic shift, while aimed at enhancing shopping experiences, is undermining the authentic and inspirational environment that once defined Pinterest.
Abigail Wendling, a 23-year-old user, exemplifies this discontent, having encountered bizarre AI-generated images like a one-eyed cat when searching for wallpapers. Such incidents highlight how generative AI is rapidly overtaking the photo-first platform, transforming searches for recipes or design ideas into encounters with confusing and often low-quality content. Users report that the influx of AI “slop” makes them scrutinize every post, diminishing the effortless inspiration they once enjoyed.
Under CEO Bill Ready’s leadership, Pinterest is aggressively rebranding from a digital scrapbooking site to an AI-powered visual shopping assistant. Ready, who took over in 2022, emphasized in a recent earnings call that AI is at “the heart of the Pinterest experience,” with the company logging 600 million global monthly active users and a 17% year-over-year revenue growth to $1 billion in the third quarter. This push aligns with broader industry trends, as tech giants like Google and Amazon also revamp online shopping with AI.
However, this AI-centric approach has sparked backlash from the creative community that long formed Pinterest’s core user base. Amber Thurman, a 41-year-old user from Illinois, expressed a desire to see “art that a human being has put time and effort into,” rather than content generated from a few typed prompts. Many users feel unheard as the company’s executives prioritize AI monetization, arguing that the platform no longer resembles the haven from chaotic social media it once was.
In response to complaints, Pinterest has implemented measures to curb AI content, including a “tuner” launched last month to adjust how much AI-generated material users see and early adoption of labels for GenAI images. A company spokesperson stated that Pinterest “prioritizes high-quality content” regardless of its origin, but acknowledged that some users prefer less AI content. Despite these efforts, users like Wendling and Thurman find the tools inadequate for managing the daily deluge of synthetic posts.
The company’s AI strategy is closely tied to its shopping ambitions, with algorithms designed to pinpoint products based on user searches. Click-through rates on advertiser links have surged, growing by 40% year-over-year and increasing fivefold over three years, according to earnings reports. New features like a conversational shopping assistant aim to make Pinterest a “best friend” for consumers, but this commercial focus alienates users who valued the platform for pure inspiration rather than retail.
Long-time users are increasingly disillusioned, with some reducing their Pinterest usage or migrating to alternatives like Cosmos or returning to older platforms like Tumblr. Hailey Cole, a 31-year-old creative director, noted that she has never purchased anything from Pinterest and worries about intellectual property theft from AI content. This exodus suggests that the push for AI-driven commerce could erode the trust and engagement that sustained Pinterest’s growth.
Experts warn that the prevalence of AI-generated posts often leads to off-platform websites profiting from affiliate marketing, further cluttering the user experience. Casey Fiesler, an associate professor at the University of Colorado Boulder, pointed out that even negative engagement with AI content can signal algorithms to show more of it, creating a cycle of dissatisfaction. As platforms like Pinterest balance innovation with user satisfaction, the challenge lies in maintaining authenticity while harnessing AI’s potential, lest they sacrifice long-term loyalty for short-term metrics.
