Pinterest Introduces AI Business Assistant And ‘Ask Pinterest’
Pinterest has announced a range of new artificial intelligence-powered features aimed at advertisers and shoppers, expanding the platform’s use of AI across ad creation, campaign management, and product discovery.
Among the updates is a new Business Assistant, an AI tool integrated into Pinterest Ads Manager. The assistant is designed to help marketers analyze campaign performance, identify opportunities, and receive recommendations based on platform data. Pinterest said the tool combines information about an advertiser’s business with insights from the platform to support decision-making during the advertising process.
The Business Assistant is currently being tested with a limited group of advertising partners through a closed beta program. It joins Pinterest’s existing AI assistant for consumers, which was introduced in 2025.
Pinterest also unveiled support for Model Context Protocol (MCP), an infrastructure framework that allows advertisers to connect Pinterest advertising data with external AI copilots and agent-based tools. The company said this integration will give marketers more flexibility in how they analyze campaign performance and use AI-driven workflows.
Additional AI-powered advertising features are also being introduced. These include dynamic creative selection tools that can automatically evaluate different ad assets and determine which versions are most likely to perform well for individual impressions. Pinterest is also rolling out enhanced ad review capabilities and more detailed creative reporting to provide advertisers with deeper insights into campaign effectiveness.
For consumers, Pinterest introduced Ask Pinterest, a new standalone AI-powered application focused on shopping and discovery. Unlike traditional search tools, the app is designed to handle more complex and conversational requests, such as planning events, finding personalized gift ideas, or furnishing a home over time. According to Pinterest, the app is intended to explore new approaches to AI-driven discovery while maintaining context across multiple interactions.
