Pinterest Launches AI-Powered Tools for Product Imagery Targeted at Advertisers

Pinterest is the latest tech company to leverage generative AI for its advertising platform, joining the ranks of giants like Google and Amazon. At its recent Pinterest Presents advertiser event, the company unveiled new features within its Pinterest Performance+ suite, which integrates automation and AI to enhance advertisers' capabilities. One of the standout features allows advertisers to transform white, blank, or flat backgrounds into engaging lifestyle imagery, making it easier to create visually appealing ads.

This generative AI capability, which began rolling out on Tuesday, aims to help advertisers enhance their Pinterest Product Pins and drive more engagement. The concept of using AI to generate product imagery isn’t exclusive to Pinterest; it's becoming a standard offering among various advertising platforms. For instance, Amazon introduced similar technology nearly a year ago, enabling advertisers to customize product backgrounds, while Google has provided tools for altering background colors and scenes in ads.

With advertisers now accustomed to this functionality, Pinterest's introduction of generative AI allows them to create more visually compelling ads that align with the platform's aesthetic. Walgreens, for example, was an early adopter of Pinterest's generative AI technology, testing it across 50 products from various categories. This approach allowed Walgreens to present its products in a way that felt more integrated with the Pinterest community rather than simply displaying items against a plain background. As a result, the retailer experienced a 55% increase in click-through rates and a 13% reduction in cost-per-click when using AI-generated backgrounds compared to traditional white backgrounds.

Additionally, Pinterest is streamlining the campaign creation process by combining AI with automation features, reducing the input required from advertisers by 50%. Advertisers can mix and match Performance+ products to meet their specific needs, leading to notable results in early tests. Pinterest reported a 64% decrease in cost per action and a 30% increase in conversion rates, along with a 1.8x return on ad spend, highlighting the effectiveness of these new tools.

Pinterest is also introducing new promotional tools to enhance user engagement. These features will enable advertisers to offer discounts and are available upon request in several countries, including the U.S., U.K., Canada, Australia, France, Germany, Mexico, Brazil, and Japan. The Personalized Promotions and Deals ads modules will help surface special offers to Pinterest users, potentially increasing sales.

Furthermore, Pinterest is updating its Performance+ bidding strategy, allowing advertisers to optimize for the highest value rather than just focusing on clicks or conversion volume. This shift is designed to help advertisers achieve better outcomes from their campaigns.

With these advancements, Pinterest is positioning itself to offer global advertisers extensive access to Performance+ campaigns designed to meet a variety of objectives, such as Consideration, Conversions, and Catalog Sales. This strategic initiative enhances the advertising experience on the platform, enabling advertisers to create more tailored and effective campaigns.

By integrating generative AI and automation tools, Pinterest is not only streamlining the campaign creation process but also improving ad performance metrics. This evolution reinforces Pinterest’s competitive edge in the ever-changing landscape of digital marketing, allowing it to attract a broader range of advertisers and deliver more impactful results. As brands increasingly seek innovative ways to engage consumers, Pinterest’s new features provide an attractive solution that aligns with current trends in personalized and visually compelling advertising.