Pinterest announced a series of artificial intelligence-powered updates, including a new business assistant, improved ad creation tools, and a new AI-powered app designed to shape the next generation of shopping experiences on the platform.
The centerpiece of the update is Pinterest’s new Business Assistant, an AI tool built directly into Ads Manager. The assistant provides suggestions and data-backed notes, including graphs and charts that illustrate key performance points, and functions as what Pinterest describes as “an AI collaborator” that guides advertisers through the ad creation process.
Pinterest says the tool “combines a deep understanding of an advertiser’s business with Pinterest’s platform insights to help advertisers drive the best performance.” The feature currently remains available only to selected ad partners in closed beta and marks Pinterest’s second AI assistant tool, following the general user search assistant the platform introduced in October.
Pinterest also unveiled Model Context Protocol, which it describes as “an AI-native infrastructure that connects Pinterest to the copilots and agentic tools advertisers rely on.” The protocol lets advertisers plug Pinterest ads data directly into the AI chatbot of their choice, expanding how marketers can use AI tools to maximize Pin campaign performance.
On the creative side, Pinterest introduced dynamic creative selection, which evaluates ad materials and identifies which variants are most likely to perform for each individual ad impression. The platform also rolled out new ad review tools and enhanced creative reporting breakouts, giving advertisers more granular feedback on individual campaign elements.
Finally, Pinterest announced Ask Pinterest, an experimental app the company will use to explore new AI discovery concepts. Pinterest says Ask Pinterest “is designed for more conversational, complex, multi-step decisions that don’t fit neatly into a single search, like planning a dinner party on a budget, finding a gift that feels truly personal, or furnishing a room over time,” while retaining context across sessions.
Ask Pinterest is currently available only in the United States.
The updates arrive as Pinterest has grown to 631 million active users, the majority of whom visit the platform already carrying shopping intent.
