Pinterest is using AI in several innovative ways.
The announcement:
Ahead of Cannes Lions, Pinterest is excited to share new details on how we leverage AI to produce creative, improve campaign performance, and measure brand safety for advertisers.
Here’s a preview of what awaits us:
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Pinterest Advertising Labs: Pinterest Ad Labs is a new innovation program allowing certain brands to test prototypes of new creative and advertising tools. These include generative AI features powered by personalized insights and interactive shopping capabilities via collages.
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Collages for advertisers: We’re currently testing one of Pinterest’s most engaging new formats, collages, with advertisers to make content more accessible and visible through promotion. Furniture and home goods company Wayfair created collages with decor and furnishings, and the format proved to be a winning tactic, generating a 28% higher cost per click (CPC). effective and 5.4x higher engagement compared to retail vertical benchmarks.
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Custom background generation: Powered by a core Pinterest generative AI model that leverages the full power of our visual search and taste graph, this experience will generate personalized lifestyle backgrounds to enrich product Pins and deepen engagement . Using signals reflecting Pinterest users’ tastes, the feature generates personalized backgrounds based on users’ aesthetics, such as “Japandi”, “Organic Modern” or “Minimalism”.
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Pinterest+ performance: This feature brings together our latest AI and automation features to help increase performance, while allowing marketers to create campaigns easier and faster. Initial results show that the Performance+ suite of tools significantly reduces campaign creation time with 50% fewer entries.
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Brand Safety: Not only do we strive to ensure brand safety by default through industry-leading content policies, but we also work with industry-leading organizations to validate that our platform is brand safe. Ahead of Cannes, we worked with Integral Ad Science (IAS) and DoubleVerify (DV) to expand our brand safety efforts with new certifications in brand safety and brand suitability measurement.
Source: Pinterest
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