Pinterest Launches AI Shopping Assistant and Gen AI Controls

Visual search-and-discovery platform Pinterest is turning inspiration into action. The company on Thursday (Oct. 30) introduced a new artificial intelligence (AI) shopping assistant and upgraded its boards with generative technology that personalizes recommendations and surfaces shoppable products in real time.

From Inspiration to Discovery

The new Pinterest Assistant uses AI to help users find products and ideas that match their tastes, expanding the platform’s long-standing focus on inspiration into one centered on action. The company said the update is designed to make Pinterest “a more actionable destination,” unifying search, personalization and shopping within a single experience.

Complementing the Assistant, Pinterest also announced AI-powered upgrades to its boards that generate tailored recommendations based on each user’s activity and saved Pins. New features such as “Make It Yours,” “More Ideas,” and “All Saves” are being introduced across the United States and Canada, with “Boards Made for You” and “Styled for You” in testing.

The company said the new experience will use AI to curate fashion, decor and lifestyle products that match each user’s interests, making it easier to act on ideas by bringing inspiration and shopping into one place. Product Pins continue to connect directly to retailer sites, allowing users to move from discovery to purchase without leaving the platform’s shopping environment.

CEO Bill Ready said Pinterest’s evolution reflects a deeper alignment between discovery and decision-making.“People come to Pinterest with intent,” Ready said. “They arrive looking for ideas, and our job is to help them take action on that inspiration.”

The company reported more than 600 million monthly active users as of mid-2025. During Pinterest’s second-quarter 2025 earnings call, Ready said the platform “has effectively become an AI-enabled shopping assistant,” underscoring how AI is now central to its growth strategy. Ready added that AI is powering every stage of the Pinterest experience, from personalized recommendations to shoppable search results, positioning the company to better connect intent-driven users with products they are ready to buy.

Pinterest’s move to AI-assisted shopping reflects a larger push among consumers to embrace the technology. A recent PYMNTS Intelligence survey showed that almost half of consumers want AI help with shopping. Those numbers jump dramatically for the younger generations. Other brands are also adopting AI tools to assist consumers in the shopping experience.

Managing the Gen AI Surge

Pinterest is also taking aim at the flood of synthetic media shaping online experiences. The company said roughly 57% of all content circulating on the internet now contains some degree of AI modification. To maintain clarity and control, Pinterest rolled out an AI tuner that lets users adjust how much generative content appears in their feeds.

Through the tuner, users can customize their exposure to AI content across categories such as fashion, home decor and beauty. Pins that are created or altered by AI now carry an “AI-modified” label, while an updated “See fewer like this” feature allows users to refine what appears in their home feed. Pinterest said these controls were designed to “give people more context and choice” without limiting discovery.

“Our community is at the heart of everything we do,” said Matt Madrigal, chief technology officer. “With our new gen AI controls, we’re empowering people to personalize their Pinterest experience more than ever, striking the right balance between human creativity and AI innovation, and ensuring every feed truly reflects what inspires them most.”