Pinterest Unveils New AI Ad Format to be Showcased at Cannes

Pinterest has introduced Pinterest Ad Labs, an innovation program allowing select brands to test new creative and advertising tools. Brands like Nike and Wayfair are among the early testers of these cutting-edge features, including generative AI tools for creative enhancement and interactive shopping capabilities. The program aims to foster experimentation and gather advertiser feedback to bring the best tools to market quickly.

Key Features Being Tested

Here's an overview of the new AI ad tools on Pinterest.

Personalized Background Generation

Pinterest is experimenting with personalized background generation in the US, powered by its generative AI foundation model. This feature leverages Pinterest's visual search and taste graph to create personalized lifestyle backgrounds for Product Pins, enriching user engagement. For example, users might see a chair with a background that aligns with their home decor style, such as "Japandi" or "Minimalism," instead of a plain white background.

Collages for Advertisers

Collages offer a new way for users to curate, share ideas, and shop on Pinterest. Users can create collages by cutting, remixing, and reassembling visual elements. Pinterest is now testing collages with advertisers to make this engaging content more shoppable and discoverable through promotion. Select advertisers can tag products in their collages and promote them as Showcase or Collection ads, allowing users to tap to learn more about the brand and its products.

Currently, a small group of advertisers, including Nike, Wayfair, NYX Professional Makeup, John Lewis, and Bumble and bumble, are testing this feature. Wayfair's use of collages for shoppable Showcase ads has shown promising results, with a 28% more efficient cost per click (CPC) and 5.4x higher engagement compared to retail benchmarks.

Driving Campaign Results with Pinterest Performance+

Pinterest is also investing in new automation and AI-powered tools to enhance campaign performance. Pinterest Performance+, currently in closed beta, integrates the latest AI and automation features to improve advertiser performance and streamline campaign creation. Early testing shows a 10%+ improvement in cost per acquisition (CPA) for conversion and catalog sales campaigns, and a 10%+ improvement in CPC for consideration campaigns. The Performance+ tools also reduce campaign creation time by 50%.

Expanding Brand Safety Efforts

Pinterest is committed to creating a positive online experience and ensuring brand safety. The platform collaborates with industry leaders like Integral Ad Science (IAS) and DoubleVerify (DV) to validate brand safety measures. IAS provides Brand Safety Measurement across all monetized markets using AI-driven technology for frame-by-frame analysis. During beta testing, 99% of ad impressions on Pinterest were deemed brand safe. Pinterest will soon integrate with DV to offer global advertisers brand safety and suitability measurement, with initial tests showing that over 99% of measured impressions were safe.

AI-Powered Ads on Pinterest

Pinterest's new AI-powered ad formats and tools demonstrate the platform's commitment to innovation and brand safety. By fostering experimentation and leveraging advanced AI technology, Pinterest aims to enhance user engagement, optimize advertiser performance, and create a safer online environment for brands and users alike.