Pinterest’s new AI-powered business tools aren't just about quick answers, they're helping marketers make smarter decisions.
AI has made a lot of promises to marketers: fast answers, smarter decisions, less busywork. In practice, AI often shows up as one more chatbot layered on top of the tools you already juggle. Too often, these tools add more work before they work for you.
That’s because most AI tools are disconnected from the platforms, policies, workflows and live campaign context where decisions actually happen. To truly streamline, you need AI that’s integrated into your current workflows, not tacked on.
That's exactly what two new AI tools available from Pinterest are designed to do. At Cannes Lions 2026, Pinterest introduced connected updates that take a more practical approach to AI: Business Assistant and a new Model Context Protocol (MCP) server for partners. Together, they’re AI that understands your business, works with your existing tools and helps you make smarter decisions faster.
Pinterest insights and your brand, all in one AI collaborator
With AI, context and the right inputs are everything. A generic assistant gives surface-level answers because it lacks deep, platform-specific knowledge and context on your business. That’s why we’re building Business Assistant. It combines everything it knows about your brand with guidance specific to Pinterest’s unique Taste Graph, products, policies and trends. That combination helps you make more informed campaign decisions, grounded in what people are discovering and saving on our platform today and where their interests are headed next.
Maybe “dewy makeup look” searches are up 39% in a week. Business Assistant shows, not just tells, how to tap into that demand. Instead of walls of text, you’ll see clear graphs on how interest has grown, breakout Pinterest Trends and top Pins driving interest in a topic, so you can quickly spot ideas worth acting on.
Business Assistant is your daily collaborator, helping you get the most from your ads, whether you’re pressure-testing ideas or tracking performance shifts. And because it’s also on mobile, you can stay on top of what’s trending and optimization opportunities, no matter where you are.
Business Assistant in Ads Manager and on mobile is currently in closed testing in the US. It will roll out to US business accounts later this year.
We built Business Assistant to show,
not just tell.
Bring Pinterest-specific AI into your partner platforms
Many advertisers manage Pinterest campaigns across Ads Manager and other tools. You might also work with agencies and analytics providers who are building AI copilots or assistants of their own. Until now, those copilots haven’t had a simple, consistent way to connect to Pinterest.
Pinterest’s open-source MCP server changes that. For the first time, approved partners can connect their own LLM agents and copilots directly to Pinterest data and workflows through a single, official integration layer.
Instead of rebuilding integrations from scratch, partners can use this layer for their AI assistants rather than developing and maintaining custom wrappers for each one. That makes it easier for you to plan, analyze and answer campaign questions inside the partner tools you already rely on.
Pinterest’s MCP server is starting with a small group of alpha partners on June 1st. Some partners include PMG, Pacvue, Dentsu, Innovid by Mediaocean and Omnicom’s Jump450.
AI designed for the tools you already use
These AI updates build on what has always made Pinterest distinct for advertisers: people come here to explore their taste, discover new ideas and shop with intent. By grounding AI in those same signals—Pinterest-specific knowledge, creative insight and infrastructure that fits the tools you and your partners already use—it’s woven into how you actually plan, run and optimize campaigns.
Business Assistant and the Pinterest MCP server are early steps in that direction—toward AI that understands Pinterest, fits your workflows and helps you move from questions to better decisions, faster.
We’re also exploring what AI-powered shopping journeys could look like for people who use Pinterest through Ask Pinterest, an early, limited stand-alone shopping experiment. For now, the best way to prepare is to have your product catalog set up on Pinterest as new shopping experiences roll out.
How to get started
If you work directly in Ads Manager: Start using Business Assistant as it becomes available in your account. Use it to diagnose performance, get optimization ideas and explore trends for your next campaign.
If you work with agencies or campaign management platforms: Ask your partners about their integration plans with the Pinterest MCP server and how they'll bring Pinterest data into their own copilots and cross-channel workflows.
If you're building your own AI assistants or tools: Connect with your Pinterest team to understand the MCP roadmap and explore options to participate as an ecosystem partner.
