Pinterest takes wraps off new AI tools for the discovery era: from ads to personalised shopping
Ahead of Cannes Lions, social media platform Pinterest is rolling out a new set of AI ad tools designed to help marketers improve performance, streamline workflows and better integrate with the AI tools they already use.
The launch includes:
Pinterest Model Context Protocol (MCP), an AI native infrastructure layer that connects Pinterest campaign, analytics, and keyword insights to the copilots and agentic tools advertisers and partners already use. Available to select partners globally.
“Pinterest MCP helps us integrate Pinterest directly into the workflows our teams are already building, making it easier to analyse performance, uncover insights and act on opportunities without switching tools,” says Chris Ivey, President at Jump 450. “What makes Pinterest especially compelling is the strength of its intent signals. People come to Pinterest to plan what they want to do next, creating valuable context that helps marketers make smarter decisions.”
New Performance+ creative, a new AI model that can evaluate a broader set of creatives and identify the variant most likely to perform for each ad impression. Available globally.
Ask Pinterest, a new experimental app for exploring more conversational, visual first and agentic shopping experiences (US only).
Business Assistant, a new AI collaborator in Ads Manager (US beta for now).
Pinterest says that this reflects a broader push to embed AI across campaign management, creative, partner workflows, and discovery surfaces as the industry moves beyond traditional search.
“The future of discovery won’t be driven by keywords alone. It will be shaped by context, taste, and trusted recommendations,” says Lee Brown, Chief Business Officer, Pinterest. “Pinterest has a unique advantage because people come to our platform to plan, curate and take action on what they want to do next. We’re building AI experiences and infrastructure that tap into those signals in more useful and relevant ways.”
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
