Pinterest Launches AI Assistant: Transforming Search to Personalized Visual Discovery

Pinterest recently announced the introduction of a new AI-powered search and recommendation tool called “Pinterest Assistant.” By analysing users’ past activities, such as saved Pins, created Boards, and browsing behaviour, the assistant delivers highly personalised visual recommendations tailored to individual tastes and interests. According to Pinterest, the experience is designed to be better at handling open-ended queries than traditional search.

The AI assistant has multimodal capabilities and, in its primary mode of interaction, activates voice search via the microphone icon in the app. It is currently available in beta for U.S. users aged 18 and older, with plans to expand access gradually over the coming weeks and months. Pinterest began labeling AI-generated content in May 2025 and, by October, introduced an option allowing users to reduce the visibility of such content in their feeds. 1 November 2025