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Pinterest Launches Experimental AI Shopping App Ask Pinterest as Part of $4 B AWS Partnership
Pinterest has quietly slipped into the AI‑shopping arena with a new experimental app that lets users ask for everything from budget‑friendly dinner parties to long‑term home‑decor plans.
The app, currently available to a limited group of users, interprets natural‑language queries that involve multi‑step decisions. It retains context across sessions, so a user can start a conversation about furnishing a living room and finish it a week later without losing track of preferences.
According to Pinterest’s press release, Ask Pinterest will be used to experiment with next‑generation AI‑powered shopping experiences, and the responses it generates will feed into future features on the main platform.
Bill Ready, Pinterest’s CEO, said on the Q2 2025 earnings call that the company is becoming “an AI‑enabled shopping assistant” and a destination for users to explore commercial journeys. The new app follows a record $4 billion investment in a partnership with Amazon Web Services, aimed at deepening Pinterest’s use of cloud infrastructure for AI model training, inference and platform scaling.
Ask Pinterest leverages the company’s taste graph—a set of user insights derived from browsing and pinning behavior—alongside visual data cues and proprietary information to deliver personalized recommendations and inspiration. This approach builds on features added last year, such as “make it yours,” which recommends fashion and home products, and “styled for you” and “boards made for you,” which generate AI‑driven collages and curated boards.
Pinterest also unveiled enhanced marketing workflow options that extend its AI capabilities to advertisers. The shoppable “where‑to‑buy” links already allow users to purchase items directly from Pins, and the new tools aim to give advertisers more advanced ways to engage shoppers through AI‑generated content.
In January, Pinterest disclosed plans to reduce its workforce by less than 15 % and to shrink office space, citing a shift in focus toward AI initiatives. The move reflects a broader industry trend, where major retailers such as Etsy, Target and Walmart are partnering with Google’s Gemini, Microsoft’s Copilot and OpenAI’s ChatGPT to embed agentic AI into their product catalogs.
Consumer attitudes toward AI shopping are mixed. A Harris Poll and Quad survey found that 62 % of Gen Z and millennial respondents preferred AI‑powered tools, yet seven in ten overall respondents expressed a preference for in‑store shopping due to concerns about surveillance pricing. Additionally, 73 % of respondents reported worries about how AI systems might use their personal shopping data.
Ask Pinterest remains a limited‑access experiment. Pinterest has not announced a public release date, nor has it disclosed performance metrics or user adoption figures. The company’s next steps will likely involve scaling the app, integrating it more tightly with its existing AI features, and monitoring user feedback to guide future product development.
The launch underscores Pinterest’s commitment to embedding conversational AI into its shopping experience while navigating workforce adjustments and consumer privacy concerns. Continued investment in AWS and expanding AI‑driven tools suggest that Pinterest will remain a significant player in the evolving landscape of AI‑enhanced e‑commerce.
The app, currently available to a limited group of users, interprets natural‑language queries that involve multi‑step decisions. It retains context across sessions, so a user can start a conversation about furnishing a living room and finish it a week later without losing track of preferences.
According to Pinterest’s press release, Ask Pinterest will be used to experiment with next‑generation AI‑powered shopping experiences, and the responses it generates will feed into future features on the main platform.
Bill Ready, Pinterest’s CEO, said on the Q2 2025 earnings call that the company is becoming “an AI‑enabled shopping assistant” and a destination for users to explore commercial journeys. The new app follows a record $4 billion investment in a partnership with Amazon Web Services, aimed at deepening Pinterest’s use of cloud infrastructure for AI model training, inference and platform scaling.
Ask Pinterest leverages the company’s taste graph—a set of user insights derived from browsing and pinning behavior—alongside visual data cues and proprietary information to deliver personalized recommendations and inspiration. This approach builds on features added last year, such as “make it yours,” which recommends fashion and home products, and “styled for you” and “boards made for you,” which generate AI‑driven collages and curated boards.
Pinterest also unveiled enhanced marketing workflow options that extend its AI capabilities to advertisers. The shoppable “where‑to‑buy” links already allow users to purchase items directly from Pins, and the new tools aim to give advertisers more advanced ways to engage shoppers through AI‑generated content.
In January, Pinterest disclosed plans to reduce its workforce by less than 15 % and to shrink office space, citing a shift in focus toward AI initiatives. The move reflects a broader industry trend, where major retailers such as Etsy, Target and Walmart are partnering with Google’s Gemini, Microsoft’s Copilot and OpenAI’s ChatGPT to embed agentic AI into their product catalogs.
Consumer attitudes toward AI shopping are mixed. A Harris Poll and Quad survey found that 62 % of Gen Z and millennial respondents preferred AI‑powered tools, yet seven in ten overall respondents expressed a preference for in‑store shopping due to concerns about surveillance pricing. Additionally, 73 % of respondents reported worries about how AI systems might use their personal shopping data.
Ask Pinterest remains a limited‑access experiment. Pinterest has not announced a public release date, nor has it disclosed performance metrics or user adoption figures. The company’s next steps will likely involve scaling the app, integrating it more tightly with its existing AI features, and monitoring user feedback to guide future product development.
The launch underscores Pinterest’s commitment to embedding conversational AI into its shopping experience while navigating workforce adjustments and consumer privacy concerns. Continued investment in AWS and expanding AI‑driven tools suggest that Pinterest will remain a significant player in the evolving landscape of AI‑enhanced e‑commerce.
