Have you ever wished you had YOUR personal stylist, dedicated interior decorator, or professional party planner? We’ve all been there. You have a feeling of what you want, can’t quite put it into words, but are stuck with the classic online shopping problem: “I’ll know it when I see it.”
That all changes as Pinterest officially announced the launch of the Pinterest Assistant, a revolutionary new tool that’s set to transform online shopping and discovery. The company is calling it the first “AI-powered, visual-first collaborator.”
What Makes the Pinterest Assistant Different?
The new Pinterest Assistant is designed for the moments when you don’t know what you’re looking for. It’s built to be your personal collaborator, offering proactive recommendations that are tailored to your style. Think of it less like a search engine and more like a best friend suggesting the perfect new look.
According to Pinterest, this new tool allows you to discover, get inspired, and shop all in one place. Unlike a traditional search engine that waits for your commands, the assistant understands your taste and can offer suggestions.
How does it work? When you talk to the Pinterest Assistant, it doesn’t just scan for keywords. It leverages the diverse content and actions from Pinterest’s nearly 600 million monthly active users.
And most importantly, it draws from your own activity. It analyzes your personal saves, your curated boards, and even your collages to understand your aesthetic. It then compares your tastes with those of others with a similar style to deliver highly personalized results.
For example, imagine you need new throw pillows. You could type “blue throw pillows” into a search bar and get millions of generic results. With the Pinterest Assistant, you can simply say, “I need new throw pillows that match my living room decor.” The Assistant will then review the living room inspiration you’ve saved to your boards and deliver a set of shoppable pillows tailored to your specific design aesthetic.
The ‘Magic’ of Getting You: A Word from the CEO
This new feature is built on an insight that Pinterest has long understood about its community, especially its younger users.
“People, especially Gen Z, say that the magic of Pinterest is that it ‘just gets me’, whether that’s finding the perfect outfit or knowing your distinct style,” said Bill Ready, CEO of Pinterest. “With Pinterest Assistant, we’re supercharging that magic by leveraging AI to help our users discover and shop like they would with that person who knows them best.”
This “magic” is what sets the platform apart. Users, particularly Gen Z shoppers, already use Pinterest to curate outfits, decorate rooms, and plan life’s significant milestones. The Pinterest Assistant is designed to supercharge this existing behavior, making the journey from inspiration to action more seamless than ever.
The Visual-First AI
So, how does Pinterest actually pull this off? The technology behind the Assistant is a significant leap beyond standard AI models.
Every action you take on Pinterest—every Pin saved, every board created—makes the platform’s AI smarter. These billions of signals feed into Pinterest’s “proprietary Taste-graph.” This is the complex web of connections that understands how ideas and products relate to each other — and, crucially, to you.
Because of this deep, nuanced understanding of user taste, Pinterest’s latest multimodal AI model for visual search already outperforms off-the-shelf models by over 30% in terms of the relevance of shopping recommendations.
What truly sets the Pinterest Assistant apart is its visual-first AI. This isn’t just a text-based chatbot that can also show images. This AI uses “real-time, conversational descriptors” and “first-party actions” to deliver both visual inspiration and shoppable products.
With a “voice-enabled conversation” feature, searching on Pinterest becomes even closer to how people actually shop and find ideas in the real world. You can talk to it, show it an image, and type text all in the same collaborative session.
For example, you can give it a context-aware command like, “What tablecloth should I buy to match this dinner party inspo collage?” The Assistant can review your visual collage, understand its style, and then provide shoppable recommendations for a tablecloth that matches it. This is a level of personal, visual collaboration that a traditional search bar simply cannot achieve.
How to Try the Pinterest Assistant
As announced in October 2025, the Pinterest Assistant is rolling out in beta to users in the United States who are 18 and over, with broader availability planned for the coming weeks and months.
Accessing the new feature is designed to be simple and intuitive. To get started, you tap the mic icon in the app. You can then say what you’re looking for, just like you would to a person. The Assistant will then audibly respond with visual results that are creative, insightful, and personalized to you.
If you are in the US. and want to be one of the first to try the Pinterest Assistant, the company has a sign-up page to join the waitlist. Advertisers who are interested in gaining access to this new technology can reach out to their account representatives.
This is the beginning of a new way to shop and discover, one that is visual, personal, and collaborative.
