Vochi

Niche AI video effects app popular among social media content creators before acquisition by Pinterest

Vochi was a Belarusian startup founded in Minsk that developed an AI-powered mobile application enabling users to apply sophisticated real-time visual effects to videos. The app distinguished itself through its use of machine learning to deliver effects such as glitch, neon, rain, and object-tracking overlays that could be applied with minimal technical skill, making high-quality video production accessible to everyday creators and social media users. At its peak, Vochi attracted millions of downloads and built a strong following among content creators seeking to differentiate their short-form video content across platforms like Instagram, TikTok, and YouTube. Pinterest acquired Vochi in late 2022 as part of its broader strategy to enhance its video creation capabilities and attract younger, more engaged creator audiences. The acquisition was seen as a move to compete more aggressively in the short-form and visual content space by embedding professional-grade video editing tools directly into the Pinterest platform. The Vochi team and its underlying AI technology were folded into Pinterest's product development efforts. Following the acquisition, Vochi ceased to operate as an independent brand. The standalone Vochi app was eventually discontinued, and the technology was integrated into Pinterest's video creation and editing features. Vochi's legacy lies in demonstrating how AI-driven mobile video effects could be productized for mass-market creators, a model that influenced how major platforms approached native creative tooling.