In an effort to help advertisers better utilize the context
behind user actions, Pinterest is experimenting with new AI-powered advertising features designed to transform the contextual understanding of consumers’ shopping experiences into promotional
advantages.
Ahead of the Cannes Lions Festival next week, Pinterest is expanding on its original AI-powered assistant by bringing an AI-powered “Business Assistant” to advertiser
workflows in Ads Manager.
Currently in a closed beta in the U.S., the Business Assistant feature is tasked with contextualizing platform insights surrounding a brand’s business to drive
conversions.
“It does not answer with walls of text, but demonstrates breakout Trends in graphs and shows top Pins to promote,” the company’s announcement explains.
For example, if “warm minimalism” searches are up 58%, an advertiser can use the Business Assistant to check which user actions are driving the trend, along with automated promotional materials
that may pair the trend to a future ad.
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Pinterest is also testing Business Assistant on mobile devices, alerting advertisers when a specific aesthetic and term are trending on the
platform.
The Microsoft-owned social business-to-business company is also introducing AI to partner tools via “Pinterest MCP (Model Context Protocol).” The initiative is designed
to connect Pinterest to off-platform workflows via a unified AI-native infrastructure where advertisers can view their Pinterest campaigns, analytics, and keyword insights without switching tools.
In addition, Pinterest’s AI-powered ad suite Performance+ is onboarding a new AI model intended to evaluate a broader set of creative while identifying the variant that is most likely to perform
for each ad impression.
Pinterest wants to help advertisers understand what elements will work best in their creative promotions. According to the company, in testing, the model increased
click volume by 7.5% compared to the previous model.
To help inform the future of shopping habits on Pinterest, the company is rolling out “Ask Pinterest.” The standalone app is
designed to investigate consumers’ conversational, visual, and multi-step product discovery steps “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.”
What Pinterest learns from Ask Pinterest may help inform the AI-powered tools the company develops and
launches in the years to come.
