The Biggest Pinterest Updates From May–November 2025
Over the last several months, Pinterest has been rolling out update after update, sometimes two or three a month, and each one is aimed at improving the experience for pinners, creators, and advertisers. I’ve been watching these closely inside my business, and in this post I’m walking through the biggest updates from May through November 2025. If you like staying ahead of Pinterest trends, this is exactly the kind of roundup I share every Wednesday in my Pinterest Made Simple newsletter.
Spring Brought AI Labels, Visual Search Improvements & Early Changes
Going all the way back to May (and even late April), Pinterest began introducing generative AI labels on pins, small “modified with AI” notices that help users understand which images were AI-generated. The rollout has been far from perfect. I’ve seen AI labels land on human-created images and miss obvious AI ones, but glitches are expected with any major update. May also brought improvements to Pinterest’s visual search tool, powered by multimodal AI, making it easier for users to isolate items in an image, like a lamp, chair, or pair of boots, and find similar products.
Related: The Latest AI Updates on Pinterest
Summer Focused on Advertisers With Collages, Trends, and Creative Tools
June was very advertiser-heavy. Pinterest introduced AI-powered auto-collages that automatically turn catalogs into shoppable, swipe-through formats, great for brands with multiple product variations. We also saw the first phase of an updated Trends tool, including Shopping Trends, Trends in the Spotlight, and Editor Picks. This is one of the most powerful tools we have in Pinterest marketing, and these refinements make it easier to understand user intent across both content and product searches. Pinterest also launched Brand Studio, a creative support hub for advertisers needing help producing high-quality visuals.
Related: How to Make Content from the Pinterest Trends Tool
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Fall Rolled Out Shopping Enhancements, Search Placement Updates & New AI Controls
By September, Pinterest was all-in on improving the shopping experience. They launched Where to Buy links, helping product sellers, especially CPG brands, direct pinners to retailers like Whole Foods, Kroger, or local grocery chains. Pinterest also began testing Top of Search Ads, which appear in the first 10 search results (unsurprisingly, these will likely be pricey). In October, Pinterest introduced something many users had been begging for: AI content controls, allowing people to dial up or dial down how much AI they want to see in certain categories. They also began rolling out AI-powered board updates, adding new tabs like “Make It Yours” and “More Ideas,” along with a fresh board design. And perhaps the biggest October launch was Pinterest Assistant, a long-form, visual-first search helper, essentially Pinterest’s own conversational AI.
Related: The Latest Shop Features on Pinterest
Instagram Integration Got a Major Upgrade Just in Time for Holiday Season
Finally, November brought one of the most impactful creator updates of the year: major improvements to Pinterest’s Instagram account-claiming feature. Previously, Instagram content simply auto-published to Pinterest and linked back to Instagram. Now, creators can direct-link those pins to their own website, which is huge for traffic growth. Pinterest also added smoother carousel conversions, although there’s still uncertainty about how Pinterest will handle Instagram’s 20-slide carousels when Pinterest only supports five. They also introduced keyword filtering that automatically prevents certain posts, like ads, from auto-publishing. All in all, this update solves a lot of the frustrations creators had with the original integration.
For more Pinterest Marketing Resources:
Shop: Pinterest Marketing Mini-Course
Watch: Answering Your Questions About Pinterest
