For more than a decade, social platforms have faced criticism for embedding algorithms that fuel compulsive behaviors, encourage doomscrolling, and measure success by time spent glued to screens. Pinterest, long positioned as a calmer alternative, is now attempting something bolder: reimagining personalization through AI.

Chief technology officer Matt Madrigal calls this shift moving from “addictive to additive,” using algorithms as tools to help people design the digital worlds they want.

“Unlike other platforms, Pinterest’s algorithms aren’t designed to keep users hooked, which can lead to feeling overwhelmed, anxious, and distracted,” he tells Fast Company. “Our taste graph serves as the foundation of our AI systems and enables our recommendations to deliver highly personalized experi

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