Pinterest announced today how it’s using AI to produce creative, improve campaign performance and measure brand safety for advertisers.
The first initiative is Pinterest Ad Labs, a new program for select brands to test prototypes and ad tools that will launch first in the U.S. Personalized lifestyle background generation using generative AI is one of the features currently being tested.
The Lab includes generative AI features that use personalized insights for interactive shopping capabilities through curated Collages. Advertisers can create collages by cutting out, remixing and reassembling images. Collages are being tested with a small group of advertisers across retail and beauty verticals to make the content more shoppable and discoverable. Select advertisers can test products in their collage and promote it as a Showcase or Collection that allows users to tap to learn more about the brand and products. This feature will be rolled out to more advertisers in the coming months.
Another new AI-powered feature is Pinterest Performance+. It is currently in beta test and involves new automation and AI-powered tools that are meant to make it easier to build goal-based campaigns. According to the Pinterest, the suite of Performance+ tools decreases campaign creation time because 50% fewer inputs are required.
Brand safety is also an important issue for Pinterest. It worked with Integral Ad Science (IAS) to provide Brand Safety Measurement across all monetized markets, aligned to the Global Alliance for Responsible Media (GARM) framework, as part of Total Media Quality for Pinterest. IAS’s AI-driven Multimedia Technology uses machine learning for frame-by-frame analysis, combining image, audio and text signals to classify Pins at scale.
In the coming weeks, Pinterest is also integrating with DoubleVerify (DV) into the platform to provide advertisers globally with brand safety and brand suitability measurement on their Pinterest campaigns. DoubleVerify’s measurement enables visibility into advertising adjacency, safeguarding reputation and preserving brand equity. In testing, it found that more than 99% of measured impressions were deemed safe.
According to a recent WARC Media Platform Insights report, Pinterest’s 2024 global ad revenue is expected to increase 17.3% YoY to reach $3.6 billion U.S. WARC projects another 17.1% YoY increase for the platform in 2025. Pinterest’s 23% growth rate for Q1 of this year was only surpassed by Meta and Amazon and attributes Pinterest’s growth to its adoption of AI and shoppable ads.
