To begin with, in June 2026, Pinterest rolled out a fresh wave of AI updates. Notably, these tools target both marketers and shoppers. In addition, they touch ad creation, data integration, and product discovery.
Takeaways 🚀
✅Pinterest expands AI shopping tools
✅Business assistant supports marketers
✅Ask Pinterest aids discovery
✅New ad tools improve targeting
✅AI updates reshape Pinterest experience
For starters, Pinterest now reaches 631 million active users. What’s more, most arrive with clear shopping intent. As a result, that makes these tools a big deal for brands.
With that in mind, here’s a closer look at what Pinterest introduced.
The Pinterest Business Assistant
First and foremost, the biggest news is the Pinterest Business Assistant. Essentially, it’s an AI tool built right into Ads Manager. In fact, Pinterest calls it an “AI collaborator” that guides advertisers through ad creation.
Importantly, the assistant skips the generic tips. Instead, it offers tailored suggestions and data-backed notes. On top of that, it uses graphs and charts to highlight key points. Ultimately, the aim is simple: blend a deep understanding of your business with Pinterest’s own insights so your ads perform better.
For now, however, only selected ad partners can use it through a closed beta. That said, wider access will likely come later, once Pinterest gathers feedback and fine-tunes the feature.
Model Context Protocol (MCP)
Next up, Pinterest also unveiled the Model Context Protocol, or MCP. Specifically, the company calls it an “AI-native infrastructure.” In short, it connects Pinterest to the copilots and agentic tools advertisers already use.
Here’s what that means in practice. Essentially, MCP lets advertisers feed Pinterest ads data into the AI chatbot of their choice. So, for example, if your team already uses a favorite AI assistant for planning, you can bring Pinterest campaign data right into that workflow. As a result, this gives you more flexible ways to manage and improve Pin performance.
New Creative AI Tools
Beyond that, Pinterest also added several creative features to sharpen ad performance:
- Dynamic creative selection — First, this tool reviews your ad materials and picks the variations most likely to perform for each impression. Rather than running one static version, you let the system match the right creative to the right moment.
- New ad review tools — In addition, these give advertisers more feedback on the elements in their campaigns.
- Enhanced creative reporting breakouts — Finally, these show how each campaign component performs. As a result, marketers can quickly see what works and what doesn’t.
All in all, these features push toward a more automated, data-driven way to build and refine ads.
The Ask Pinterest App
On the shopper side, meanwhile, Pinterest launched a new app called Ask Pinterest. For now, the company uses it to test fresh ideas that could power AI-driven discovery later.
Specifically, Ask Pinterest handles conversational, multi-step decisions. After all, these don’t fit neatly into a single search. For instance, think about planning a dinner party on a budget, finding a truly personal gift, or furnishing a room over time. Better yet, the app remembers context across sessions, so it can follow along as your project grows.
According to Pinterest, the app explores how AI can support richer shopping journeys and, at the same time, expand discovery beyond the main app. For now, however, Ask Pinterest is only available in the U.S.
Why It Matters
To begin with, these updates land at a key moment for Pinterest. After all, the platform has grown to 631 million active users, and many come ready to shop. As a result, that mix of scale and intent makes Pinterest a strong space for advertisers.
By layering AI across both the marketer and shopper experience, Pinterest is clearly betting on the future. For one, the Business Assistant and MCP give advertisers new ways to plan and optimize. Meanwhile, Ask Pinterest hints at where discovery may head next.
Of course, it’s still early days. After all, several tools remain in beta or limited to the U.S., so their full impact will take time to show. Even so, the direction is clearly worth watching for brands and shoppers alike.
