Pinterest Launches AI Business Assistant for Advertisers
Pinterest is building AI into advertiser workflows with Business Assistant, an AI collaborator in Ads Manager
As AI changes how people search, browse, and make decisions, the industry is moving beyond the traditional search-and-click model toward a more conversational and generative web.
In this new environment, brands are competing not just for attention, but for recommendation, relevance and action.
For marketers, AI has also made a lot of promises in delivering faster answers, smarter decisions, less busywork - but in practice, we know this isn’t always the case, often adding more layers to the work and tools marketers are already juggling. That’s because most AI tools are disconnected from the platforms, policies, workflows and live campaign context where decisions actually happen.
That’s why Pinterest is introducing new AI-powered tools built for this shift, as part of its focus to put AI at the core of everything we do.
About Business Assistant
Pinterest is building AI into advertiser workflows with Business Assistant, an AI collaborator in Ads Manager and mobile.
It combines a deep understanding of an advertiser’s business with Pinterest’s platform insights to help advertisers drive the best performance, building on the approach pioneered by Pinterest Assistant.
That combination helps advertisers to make more informed campaign decisions, grounded in what people are discovering and saving on Pinterest today and where their interests are headed next.
Like Pinterest, Business Assistant is visual. It doesn’t answer with walls of text, but demonstrates breakout Trends in graphs and shows top Pins to promote.
For example, if “clean beauty routine” searches are up 42% one week and an advertiser wants to join in, Business Assistant can represent how user interest grew, alongside real Pins leading the Trend to inspire their ads.
Consider Business Assistant a daily collaborator, helping advertisers to get the most from their ads, whether in the stage of pressure-testing ideas or tracking performance shifts.
Pinterest has also brought Business Assistant to mobile, so advertisers get proactive notifications about Trends, performance status and optimisation opportunities, no matter where they are.
Benefits for Australian advertisers
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 that you and your partners already use), it’s woven into how you actually plan, run and optimise campaigns.
If local advertisers work directly in Ads Manager, they can start using Business Assistant in Australia from 18th September as it becomes available in their account. Use it to diagnose performance, get optimisation ideas and explore trends for your next campaign.
Melinda Petrunoff, Managing Director ANZ, Pinterest explains:
"We're entering a new era of visual discovery, where relevance, context and personalisation matter more than keywords alone. Pinterest offers advertisers a unique advantage because Australians come to the platform to plan what's next."
"By bringing AI-powered tools to Pinterest, we're helping local brands better understand consumer intent, create more meaningful connections and drive stronger business outcomes.”
