Pinterest Turns AI Into Its Core Strategy at Cannes Lions 2026

Pinterest has officially placed artificial intelligence at the center of its long-term strategy, reshaping how users discover products and how brands connect with consumers.

At Cannes Lions 2026, the company unveiled a new suite of AI-powered tools designed to transform advertising, creativity, and product discovery across its platform.

AI as the Engine of Discovery

Pinterest, which reports more than 630 million monthly active users and over 80 billion monthly searches, is betting that discovery will move beyond keyword-based search toward multimodal, intent-driven inspiration.

More than half of those searches already carry commercial intent, while the vast majority are not tied to specific brands.

New AI Tools for Brands and Users

During the event, Pinterest introduced several new products including Business Assistant, Pinterest MCP, Ask Pinterest, and Creative Plus.

These tools are designed to streamline campaign creation, improve integration with agencies, and enhance how users interact with shopping and inspiration through conversational AI.

Creative Plus and Performance Optimization

One of the most notable launches, Creative Plus, uses AI to automatically optimize advertising creatives based on performance.

According to Pinterest, the tool has already delivered performance improvements of approximately 7.5% in campaign results.

Shifting From Search to Inspiration

Pinterest leadership emphasized that users do not come to the platform looking for specific products, but rather for ideas and inspiration.

This positions the platform as a critical early-stage discovery environment for brands looking to influence purchasing decisions before intent is fully formed.

Mexico and Latin America as Strategic Priorities

Beyond product innovation, Pinterest confirmed that Mexico and Latin America will be key regions in its global expansion strategy.

Brazil and Mexico are currently the strongest markets in the region, followed by Argentina, Chile, and Colombia.

The company is now focused not only on user growth, but also on increasing advertiser adoption across industries beyond retail, including tourism and financial services.

A Focus on Safety and Positive Environments

Pinterest also highlighted the importance of maintaining a safe and positive environment for users and advertisers.

Research conducted with Magna suggests that purchase intent can increase by up to 95% when ads appear in positive, brand-safe environments.

What Brands Can Learn From This Shift

Pinterest’s evolution shows how platforms are increasingly competing on the quality of intent rather than just audience size.

By integrating AI into both discovery and advertising, Pinterest is positioning itself as a key player in the early stages of consumer decision-making.