Pinterest has launched a raft of new AI-powered tools to support customers’ search and discovery across its platform, to build smarter recommendations, relevance and more seamless exploration into buying journeys.

The new features aim to address the shift as shoppers move beyond traditional ‘search-and-click’ behaviours towards conversational and generative shopping.

Commenting on the new suite of discovery tools, Lee Brown, Chief Business Officer at Pinterest said: “The future of discovery won’t be driven by keywords alone. It will be shaped by context, taste and trusted recommendations.”

Bringing AI-powered guidance to advertisers

Pinterest is building AI into its advertiser workflows with Business Assistant, an AI collaborator in Ads Manager and mobile. This combines deep understanding of an advertiser’s business with Pinterest’s platform insights to drive ad performance and ROAS.

Visually-led, its serves up breakout trends in graphs and shows top Pins to promote, based on real-world shopping and browsing insights from the platform. 

Adding interoperability with Pinterest MCP

Pinterest is also embedding AI into partner tools with Pinterest MCP (Model Context Protocol), an AI-native infrastructure that connects Pinterest to the copilots and agentic tools advertisers and brands already rely on.

This will provide secure access to campaign, analytics, keyword insights and intent cues, helping merchants understand signals, including taste and trends, within their campaigns. 

Ask Pinterest opens up conversational capabilities

As consumer behaviour around AI search and discovery evolves, its new Ask Pinterest app, which is already rolling out in the U.S., will deliver more conversational, visual-first and agentic-led shopping experiences. 

Powering more personalised recommendations and inspiration, Ask Pinterest is designed for more complex, multi-step decisions that don’t fit neatly into a single product search.

“People come to our platform to plan, curate and take action on what they want to do next. We’re building AI experiences and infrastructure that tap into those signals in more useful and relevant ways,” Brown added.