The Yes

Pioneer in AI-personalized fashion discovery, acquired by Pinterest to bolster its shopping recommendation capabilities

The Yes was an AI-driven fashion shopping platform founded in 2018 by Julie Bornstein (former COO of Stitch Fix) and Amit Aggarwal. The app distinguished itself by learning individual style preferences through a binary yes/no swiping mechanic, building a personalized storefront for each user from a curated catalog of fashion brands. Its proprietary machine learning engine analyzed thousands of data points — including fit, color, pattern, and brand affinity — to surface highly relevant product recommendations, effectively acting as a personal stylist at scale. The platform partnered with hundreds of fashion brands and retailers, offering a seamless discovery-to-purchase experience. Unlike traditional e-commerce search, The Yes replaced browsing with a continuously refined feed that improved with every interaction. This approach attracted significant venture backing and positioned the company as a pioneer in AI-native commerce, sitting at the intersection of social discovery, personalization technology, and retail media. In May 2022, Pinterest acquired The Yes for a reported $300 million, signaling the visual discovery platform's ambition to deepen its shopping capabilities. Following the acquisition, The Yes's technology and team were integrated into Pinterest's shopping and recommendation infrastructure. The standalone app was subsequently shut down, and The Yes ceased to exist as an independent brand. The acquisition represented one of the more significant exits in AI-powered commerce, validating the thesis that personalization technology could command substantial value in the evolving retail media landscape.