Retail’s Next Chapter: AI That Curates, Not Just Sells

How shoppable collages and selfie-powered shopping are redefining retail discovery

Earlier this week, I wrote about the investments Pinterest is making in AI to essentially create a marketing studio for the future. In case you missed it, I’ve linked it here, but Pinterest is investing heavily in a new Ad Labs tool that auto-generates shoppable collages. Currently being tested with Macy’s and performing twice as well as standard Pins, these AI-driven collages group products into outfit ideas and inspiration based on user behavior, aimed especially at Gen Z. Broader efforts include AI-powered trend forecasting, a selfie-based color matching tool with E.l.f. Cosmetics, and advanced visual search features to position Pinterest as a curated, AI-enhanced shopping platform.

this was created with AI of course

This got me thinking……. AI is already beginning to reshape the role of traditional content creation in retail, and the next wave will go even further—replacing traditional studio work and unlocking immersive, hyper-personalized shopping experiences.