Pinterest announced a series of AI-driven updates, including a new business assistant, improved ad creation tools, and a brand-new AI app. The company says these tools will help create the next generation of shopping experiences.

First, Pinterest launched Business Assistant, an AI assistant tool built into its ad manager.

Pinterest Business Assistant

As shown in the example image, Pinterest's Business Assistant will provide suggestions and data-backed notes, including charts to illustrate key points.

The feature is currently only available to a select group of advertising partners in a closed beta. Pinterest says it will act as an "AI collaborator" to help guide the ad creation process.

As Pinterest explains: "Business Assistant combines a deep understanding of the advertiser's business with Pinterest's platform insights to help advertisers achieve optimal performance."

This is the second AI assistant tool Pinterest has launched; previously, the platform added an AI assistant for general users in October.

Pinterest also announced Model Context Protocol, which the company describes as "an AI-native infrastructure that connects Pinterest with the copilot and agent tools advertisers rely on."

Pinterest MCP

Now, advertisers can connect Pinterest ad data to the AI chatbots of their choice, providing more options for leveraging AI tools to maximize Pin ad campaign performance.

Pinterest also introduced new creative AI tools, including dynamic creative selection, which evaluates assets and identifies which variations are most likely to perform best in each ad impression.

Pinterest Performance+

Additionally, Pinterest is rolling out new ad review tools and enhanced creative reporting breakdowns, providing more feedback on campaign elements.

Finally, Pinterest announced the Ask Pinterest app, which the company will use to explore new concepts and ideas that could be integrated into AI discovery.

Pinterest says Ask Pinterest aims to extend the user experience beyond the main app to drive new discovery experiences.

As Pinterest explains: "Ask Pinterest is designed for more conversational, complex, multi-step decisions that don't fit into a single search, such as planning a dinner party on a budget, finding truly personalized gifts, or decorating a room step by step. This experience helps us explore how AI can better support these richer shopping experiences while retaining context across sessions."

This could help uncover broader use cases and options, which in turn could help refine discovery approaches within the Pinterest app.

Ask Pinterest is currently only available in the US.

These updates are interesting and could help guide more marketers in building effective and engaging Pin ad strategies.

Given that the platform currently has 631 million active users, most of whom use the app with shopping intent, these updates are worth paying attention to.