Pinterest has launched an innovative new AI tool, body type ranges, allowing users to self-select what body types are featured in their search results.

The new preference setting is currently available in the USA with a UK rollout later this year and allows users to refine their searches for women’s fashion and wedding ideas by different body types, so they can see themselves represented in the inspiration they are seeking.

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The social media giant also revealed the AI range will roll out to men’s fashion later this year, and to new verticals and additional international markets on an ongoing basis.

Pinterest, Chief Product Officer, Sabrina Ellis, said: “Pinterest is a visual discovery platform and we want users to be able to see themselves reflected in their search results. That’s why we are leveraging AI to bring greater inclusion to our product design.

“Body type ranges increase representation on the platform and give Pinterest users more intentional choice and control over what they see on Pinterest. We have already seen that people who use body type ranges had a 66% higher engagement rate per session on Pinterest than those who haven’t used the tool.”

The move follows the social media giant introducing tools like hair pattern search and skin tone ranges to help build a more inclusive internet.

The news comes as the brand recently launched a new international campaign to promote its full suite of products for advertisers.

Featuring action-packed mini-movies, the “P is for Performance” campaign demonstrates how ads on the social media giant “drive results” instead of just “raising awareness” about the brands.