BRAVE COMMERCE – Episode Summary
Pinterest’s Kate Hamill on Visual Search, AI, and the New Path to Purchase
Date: February 10, 2026
Hosts: Rachel Tipograph (MikMak CEO), Sarah Hofstetter (Profitero President)
Guest: Kate Hamill, VP of North America Enterprise Sales, Pinterest
Episode Overview
This episode explores the evolving world of search and discovery in eCommerce, focusing on Pinterest’s unique intersection of visual search, AI-driven recommendations, and the shifts from inspiration to purchase. Kate Hamill discusses Pinterest’s ongoing innovations to make the platform more shoppable, its expanding role across verticals—including surprising ones like financial services—and the measurement challenges marketers face. The conversation also covers the impact of generative AI on search, Pinterest’s proactive use of AI, and Hamill’s personal journey from Meta to Pinterest, alongside advice for working parents.
Key Discussion Points & Insights
1. The Evolution of Search and Discovery
(02:29–07:23)
-
Search’s Historical Shifts:
- Sarah Hofstetter reminisces about early keyword search advertising, drawing parallels to AI’s recent mainstream adoption.
- The shift from traditional search to social search, then retail media commerce search, and now generative search.
- Sarah Hofstetter (03:09):
“AI has been a thing for a long time ... but getting a little bit more into the consumer zeitgeist ... is similar to the trajectory Google took, from being a niche to a core consumer platform.”
- Sarah Hofstetter (03:09):
- Emphasized how market adoption often lags until platforms become more accessible and useful for marketers.
-
Measurement Complexity:
- Multi-touch and prolonged consumer journeys across platforms complicate attribution.
- Sarah Hofstetter (05:52):
“The measurement conundrum is a total clusterfuck because where things start and end are arguably needles and haystacks.”
- Sarah Hofstetter (05:52):
- Multi-touch and prolonged consumer journeys across platforms complicate attribution.
-
Best-in-Class Marketers:
- Marketers like L’Oreal noted for their disciplined approach to marketing workflow and measurement.
2. Pinterest’s Shift from Inspiration to Conversion
(08:07–11:15, 13:42–16:22)
-
Closing the Funnel:
- Pinterest is evolving from just an “inspiration” platform to one that facilitates actual conversion:
- Enhanced shopability with new performance marketing products (mobile deep links, conversion APIs, AI-powered campaign optimization).
- “Outbound clicks to advertisers are up 40% year on year and up more than 5x over the last few years.” – Kate Hamill (09:45)
- Products like “Where to Buy” links allow even CPG brands to drive actionable purchases.
- Pinterest is evolving from just an “inspiration” platform to one that facilitates actual conversion:
-
End-to-End Performance Focus:
- Pinterest’s guidance for brands: upload product catalogs, run always-on full-funnel media, and leverage AI tools like Pinterest Performance Plus.
- Encouragement to measure both short- and long-term impacts, combining historical lower-funnel metrics (like click-throughs) with view-based conversions.
3. Pinterest’s Unique Role in the Discovery Ecosystem
(13:00–16:56)
-
Visual Search as a Differentiator:
- Unlike text-heavy platforms, Pinterest excels at helping users “see it, know it,” bypassing the struggle to describe aesthetic ideas in words.
- “39% of Gen Z Pinterest users actually start their searches on Pinterest ... this is a generation really drawn to a visual-first experience.” – Kate Hamill (14:30)
- Pinterest’s strength is decoding and delivering on unstructured, aesthetically driven searches with its proprietary “taste graph”.
- Unlike text-heavy platforms, Pinterest excels at helping users “see it, know it,” bypassing the struggle to describe aesthetic ideas in words.
-
Rising Importance Across Verticals:
- Pinterest’s growth isn’t limited to traditional verticals (decor, apparel, food).
- Surprising high-growth sector: financial services—users planning big life moments (marriage, home buying) on Pinterest are prime targets for mortgages, insurance, credit cards.
- “Insurance and banking industries ... that kind of adjacency is valuable because of the major life moments users are planning for on Pinterest.” – Kate Hamill (17:12)
4. Shifting Search Budgets and the Measurement Debate
(18:03–20:43)
-
Obstacles Marketers Face:
- Many brands rely on outdated last-click or last-session models, missing broader touchpoints in the purchase journey.
- “In an environment where people are shopping for days, weeks, months, across devices within their households, that kind of measurement really does not capture the value that different platforms can provide.” – Kate Hamill (18:41)
- Leading marketers triangulate across multiple measurement models (MMM, MTA, incrementality/minitest).
- Many brands rely on outdated last-click or last-session models, missing broader touchpoints in the purchase journey.
-
Incrementality is Key:
- True value is from full-funnel platforms that create demand, rather than just capturing it.
- “It would be all too easy to give all of the credit to Google. But the fact of the matter is, that's really just demand capture. It's more upper funnel, full funnel social search platforms like Pinterest that are really driving that demand.” – Kate Hamill (19:50)
- True value is from full-funnel platforms that create demand, rather than just capturing it.
5. Pinterest & Artificial Intelligence
(20:43–22:57)
-
Proactive vs. Reactive AI:
- Pinterest’s AI anticipates user needs, serving recommendations before a prompt is ever typed.
- “Unlike chat or search platforms that wait for users to type a prompt, our AI anticipates what users will be interested in next.” – Kate Hamill (21:03)
- Massive volume of unbranded queries and saved boards feed the AI to refine the “taste graph.”
- Launch of “Pinterest Assistant”: voice-activated search to complement visual discovery.
- Pinterest’s AI anticipates user needs, serving recommendations before a prompt is ever typed.
-
Marketer Opportunity:
- Rich chance to reach users pre-intent, before any brand or product decision is made.
6. Kate Hamill’s Personal Journey & Leadership Perspective
(22:57–27:39)
-
Background and Move to Pinterest:
- Joined Pinterest after 13 years at Meta, attracted by the intersection of search, social, and commerce, company growth, and positive platform culture.
- “The intent that Pinterest has is incredibly compelling ... People really come with a very powerful intent that provides a unique signal to marketers.” – Kate Hamill (24:13)
- Personal motivation: mother to three young daughters, values Pinterest's safe and positive online environment.
- Joined Pinterest after 13 years at Meta, attracted by the intersection of search, social, and commerce, company growth, and positive platform culture.
-
Work-Life Balance & Bravery:
- Bravest act: having a third child two years after twins, during a pandemic with two full-time working parents.
- “Throw in a global pandemic, two parents with full time careers in lockdown ... it was something, I'll tell you that.” – Kate Hamill (26:20)
- Advice for others: “Everything is a phase ... whatever you're dealing with today ... it's going to be different ... You're stronger than you think you are.” – Kate Hamill (26:40)
- Bravest act: having a third child two years after twins, during a pandemic with two full-time working parents.
Notable Quotes & Memorable Moments
“Outbound clicks to advertisers are up 40% year on year and up more than 5x over the last few years.”
— Kate Hamill (09:45)
“39% of Gen Z Pinterest users actually start their searches on Pinterest ... this is a generation that is really drawn to a visual-first experience.”
— Kate Hamill (14:30)
“In an environment where people are shopping for days, weeks, months across devices within their households, that kind of measurement really does not capture the value that different platforms can provide.”
— Kate Hamill (18:41)
"Insurance and banking industries ... that kind of adjacency is absolutely valuable and the ... opportunity to reach people at the exact right moment is incredibly rich for those types of companies and marketers."
— Kate Hamill (17:12)
“Unlike chat or search platforms that wait for users to type a prompt, our AI anticipates what users will be interested in next.”
— Kate Hamill (21:03)
“Everything is a phase ... You're stronger than you think you are.”
— Kate Hamill (26:40)
Key Timestamps
- 02:29: Introduction to the changing search landscape
- 08:07: Kate Hamill on making Pinterest actionable and shoppable
- 13:42: The impact of generative AI and Pinterest’s visual search advantage
- 16:56: Surprising verticals winning on Pinterest
- 18:31: Measurement, attribution, and the challenge to traditional models
- 20:57: Pinterest’s approach to AI and personalized visual commerce
- 23:22: Kate Hamill’s journey from Meta to Pinterest and personal reflections
- 26:10: Bravest moment and advice for working parents
Conclusion
The episode highlights Pinterest’s transformation into a full-funnel, AI-powered visual search and commerce platform, and underscores the importance of modern measurement and incrementality in marketing success. Kate Hamill’s insights combine strategic marketing advice with candid reflections on leadership and resilience, making this essential listening for marketers navigating today’s rapidly evolving eCommerce and discovery landscape.