Pinterest introduced four new AI advertising tools ahead of the Cannes Lions festival to transition its platform from keyword-based search to conversational discovery. The updates give marketers new ways to automate campaign management, optimize creative assets, and integrate Pinterest data directly into external AI workflows.
Automating campaign management and partner integrations
Pinterest launched Business Assistant, an AI collaborator currently in a closed US beta for Ads Manager and mobile. The tool provides visual representations of user interest trends and sends proactive notifications about performance and optimization opportunities.
The company also introduced Pinterest Model Context Protocol (MCP), an infrastructure layer that connects campaign and analytics data to the AI copilots marketers already use. Teams adopting these integrations often seek out AI for Marketing training to understand how to manage external AI copilots effectively. Alpha partners including Omnicom's Jump450, PMG, and Pacvue are testing the protocol. "Pinterest MCP helps us integrate Pinterest directly into the workflows our teams are already building, making it easier to analyze performance, uncover insights and act on opportunities without switching tools," said Chris Ivey, president of Jump 450.
Dynamic creative selection and experimental discovery
Performance+ creative now uses a new AI model to evaluate multiple ad variants and select the one most likely to perform for each specific impression. The company reported a 7.5 percent increase in click volume during testing compared to the previous single-variant model. This global update shifts performance optimization from the ad level to the individual asset level.
In the US, Pinterest is testing Ask Pinterest, an experimental app designed for complex, multi-step shopping decisions. The tool uses the platform's Taste Graph to provide conversational, visual-first recommendations for tasks like planning a budget dinner party or furnishing a room over time. To build the skills needed for this transition, professionals can follow the AI Learning Path for Marketing Managers, which covers campaign optimization and digital marketing automation.
Why this matters for marketers
"The future of discovery won't be driven by keywords alone. It will be shaped by context, taste, and trusted recommendations," said Lee Brown, chief business officer at Pinterest. This shift means marketers must move beyond simple keyword targeting to capture user intent.
The introduction of the Model Context Protocol requires teams to prepare their data and workflows for integration with external AI agents. Marketers who adapt their creative strategies for dynamic, asset-level optimization and learn to manage agentic tools will be best positioned in a conversational discovery environment.
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