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Pinterest Introduces Its Own AI Assistant
Pinterest is stepping up its game in the world of AI with the launch of its new feature, the Pinterest Assistant. This AI-powered tool is designed to provide tailored recommendations based on your saved items and curated boards, making it easier to find clothing, furniture, and other aesthetic inspiration within the app.
Where traditional search features work better when you have something specific in mind, the Pinterest Assistant is geared towards handling more open-ended requests. For example, if you ask for pillows that complement your “living room decor,” the AI can analyze your saved items and boards filled with living room inspiration to generate interesting suggestions.

The interaction with Pinterest Assistant is intended to be intuitive, primarily through a mic icon within the Pinterest app that starts a voice search. Once you provide an audio prompt, the AI utilizes it to sift through visual content and present the most relevant matches. Pinterest emphasizes that this method aligns more closely with real-life shopping experiences, enhancing user engagement.
The introduction of AI capabilities places Pinterest in an intriguing position, particularly amid user concerns about increasing amounts of AI-generated content on its platform. Many users have expressed that navigating through this generated material makes finding genuine items for purchasing or board curation a challenge. In response, Pinterest began labeling AI content earlier this year to facilitate an easier user experience, and it recently added an option to “dial down” the AI-generated content users encounter in their feeds.
While the Pinterest Assistant isn’t a complete solution to the “AI slop” issue, it may offer some relief for users frustrated by the prevalence of AI content.
Rolling out in beta today, the Pinterest Assistant will initially be available to users in the U.S. aged 18 and older, with plans for broader availability in the coming weeks and months.
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