Pinterest says it gets more searches than ChatGPT
Pinterest's CEO attempts to reframe the platform’s value as search-driven, even as ad revenue slips
Despite beating user growth expectations, Pinterest’s Q4 earnings disappointed investors—and now the platform is trying to reposition itself as a search powerhouse, even bigger than ChatGPT. In a move that felt equal parts damage control and strategic pivot, ceo Bill Ready cited third-party data suggesting Pinterest sees 80 billion monthly searches, compared to ChatGPT’s 75 billion.
It’s a bold comparison that raises eyebrows, especially as Pinterest continues to struggle with monetizing intent-rich usage. The company missed earnings targets, warned of advertiser pullback in Europe, and faces headwinds from tariffs affecting home category sales. With AI platforms like ChatGPT attracting more marketing dollars, Pinterest is now trying to remind advertisers where real consumer exploration still happens—and why it might still be worth betting on.
This article explores what the claim means for B2B marketers and AI-influenced shopping behaviors.
Short on time?
Here’s a table of contents for quick access:
- What Pinterest claimed—and why now
- The real problem: commercial intent vs casual inspiration
- What marketers should know
Patrecia Meliana
What Pinterest claimed and why now
After missing on both earnings and revenue expectations for Q4 2025, Pinterest made an unexpected comparison: its search volume allegedly exceeds that of OpenAI’s ChatGPT. According to ceo Bill Ready, Pinterest sees 80 billion monthly searches and 1.7 billion clicks, edging out ChatGPT’s 75 billion search volume based on third-party data.
Ready’s main point? Over half of Pinterest’s searches are “commercial in nature,” compared to only about 2% on ChatGPT. This, he argued, makes Pinterest a powerful (and overlooked) engine for product discovery and shopping intent—especially for categories like fashion, home decor, and wellness.
However, the announcement came against a backdrop of financial letdowns. Pinterest reported US$1.32 billion in revenue for Q4, missing the expected US$1.33 billion. Earnings per share came in at 67 cents, versus 69 cents forecasted. It also issued a downbeat Q1 sales forecast, citing soft ad spend in Europe and new tariffs impacting home goods.
Despite this, monthly active users rose 12% YoY to 619 million, beating expectations. But the market wasn’t impressed—shares dropped 20% in after-hours trading.
The real problem: commercial intent vs casual inspiration
Pinterest’s core challenge remains the same: it’s long been a place for idea gathering, not always purchase action. While users are clearly engaged, they aren’t necessarily converting, and that’s an issue in today’s AI-driven marketing environment.
Marketers are starting to gravitate toward AI tools and platforms that enable more direct, lower-funnel behavior—like asking ChatGPT for product recommendations or generating purchase-ready content. Pinterest, by contrast, still relies heavily on “dream board” behavior, where buying is often aspirational or deferred.
Ready countered that Pinterest’s advantage lies in visual discovery and personalization, claiming the platform can guide users to relevant products “without having to type in a single prompt.” He also pointed to partnerships—like the one with Amazon—that streamline checkout flows, a necessary move to compete with frictionless AI shopping experiences.
But the broader risk is that platforms like ChatGPT may absorb more shopping intent over time, especially if users get comfortable with AI agents making or assisting in purchases.
What marketers should know
For B2B marketers and retail advertisers evaluating Pinterest as part of their media mix, here are a few key considerations:
- Reframe Pinterest as upper-to-mid funnel
The platform may not yet rival AI tools in direct conversion, but it’s still powerful for early-stage discovery. Brands in lifestyle, home, and beauty can use Pinterest to seed demand and retarget elsewhere.
- Experiment with hybrid campaigns
Combine Pinterest’s visual search and inspiration power with conversion-optimized landing pages or AI chat integrations. Track how Pinterest-driven traffic performs down funnel.
- Watch for AI-native shopping behaviors
As Pinterest continues leaning into visual search and easier checkout via partners, marketers should monitor how these flows evolve. If the platform can reduce friction, it may reclaim ground lost to AI tools.
- Prepare for platform divergence
ChatGPT and Pinterest serve different user mindsets. Smart advertisers will tailor creatives and CTAs accordingly—suggestive and aspirational for Pinterest, directive and immediate for ChatGPT.
Pinterest wants to remind the world that search isn’t just a text box—and that discovery-based platforms still matter in the AI age.
But as advertising budgets shift toward performance and measurable intent, Pinterest needs to do more than boast high search volumes. It must prove it can convert those searches into value—for both users and marketers.
