Pinterest unveils AI features to enhance advertising

Pinterest has introduced new generative AI features for its advertisers, enhancing the functionality of its Performance+ suite during the recent Pinterest Presents event. This update allows advertisers to transform plain backgrounds into engaging lifestyle imagery, helping to boost the appeal of their product pins. Pinterest’s move follows similar offerings from major tech companies like Google and Amazon, which have also adopted generative AI to improve advertising effectiveness.

In tests with Walgreens, an early user of Pinterest’s generative AI, the drugstore chain experienced a 55% increase in clickthrough rates and a 13% decrease in cost-per-click when using AI-generated backgrounds. Pinterest claims its new tools will streamline campaign creation, requiring 50% less input from advertisers and potentially leading to a 64% reduction in cost per action and a 30% rise in conversion rates.

Additionally, Pinterest is rolling out new promotional tools that will allow advertisers to offer discounts to users in various countries, including the US, UK, Canada, and Japan. The platform is also enhancing its Performance+ bidding system to prioritise high-value conversions rather than clicks, thereby providing advertisers with greater flexibility in achieving their marketing goals. All global advertisers will now have access to these improved Performance+ campaigns, aimed at driving consideration, conversions, and catalogue sales.