Pinterest has introduced an experimental artificial intelligence-powered application, “Ask Pinterest”, as it explores a more conversational approach to shopping and product discovery that could eventually be integrated into its main platform.
The announcement comes ahead of the annual Cannes Lions advertising festival, where artificial intelligence is expected to dominate discussions among marketers, advertisers and technology companies.
Initially available to a limited number of users via web browsers on both desktop and mobile devices, Ask Pinterest is designed to extend Pinterest’s visual discovery experience into a chatbot-style interface. Users can engage with the platform using natural language, receiving personalised recommendations and inspiration tailored to their interests.
The new application is powered by Pinterest’s proprietary “Taste Graph”, an internal system that maps users’ preferences, interests and aesthetic tastes. By leveraging this data, the company aims to deliver more relevant and context-aware suggestions.
Unlike traditional Pinterest searches, Ask Pinterest is intended to handle more complex and multi-step requests. For example, users could seek assistance with planning a dinner party, redecorating a room over several months, or finding products that match a specific style or theme.
The platform can also draw on a user’s saved Pins and Boards to provide more personalised responses when they are signed in. Pinterest believes the insights gained from the experimental app will help shape future AI-driven features within its flagship service.
The move reflects a broader industry trend as AI chatbots increasingly compete with conventional search engines for consumer attention. Companies such as Google, Meta, Shopify and ChatGPT have all introduced AI-powered shopping and discovery tools aimed at helping users find products more efficiently.
Rather than licensing its recommendation capabilities to external AI services, Pinterest has largely focused on using its own data to train AI models and develop in-house AI products. Launching Ask Pinterest as a standalone application also allows the company to test new technologies without affecting the experience of its core platform.
Alongside the new consumer-facing app, Pinterest announced several AI initiatives targeted at advertisers. These include a beta AI assistant within its Ads Manager platform in the United States, a new Performance+ Creative model that helps advertisers identify the most effective ad creative for individual impressions, and the introduction of Pinterest Model Context Protocol (MCP).
The MCP infrastructure is designed to enable advertisers to manage and monitor campaigns through third-party AI agents and tools using a standardised framework.
Commenting on the launch, Pinterest Chief Business Officer Lee Brown said the future of online discovery would be shaped by context, personal taste and trusted recommendations rather than keywords alone, adding that Pinterest’s unique understanding of user preferences gives the company a distinct advantage in this evolving landscape.
