Pinterest, the popular image-sharing and shopping platform, has joined the ranks of tech giants like Google and Amazon by rolling out cutting-edge generative AI tools for advertisers. Announced during its Pinterest Presents event, these new features are part of the Pinterest Performance+ suite and are set to revolutionize the way advertisers create compelling product imagery on the platform.
Enhancing Advertiser Capabilities with Generative AI
The integration of AI into Pinterest’s advertising tools aims to help brands and businesses transform their product visuals. Advertisers can now utilize AI to generate lifestyle imagery from simple, flat, or blank backgrounds. This transformative feature, launched on Tuesday, provides advertisers with the ability to seamlessly turn standard product images into captivating, interactive visuals that resonate with Pinterest’s highly visual platform.
The idea of using AI to enrich product images is not entirely new but has rapidly become a standard in the world of online advertising. Amazon, one of the pioneers in this space, introduced similar generative AI technology a year ago, allowing advertisers to describe the backgrounds they wanted for their product images. Google soon followed, offering tools that enable advertisers to modify background scenes or colors.
The Power of AI: Beyond Simple Product Ads
Pinterest’s new generative AI feature is a significant leap forward for advertisers who want to stand out on the platform. Instead of simply showcasing their products against plain backgrounds, advertisers can now create vivid, lifestyle-driven images that capture consumer attention more effectively. According to Pinterest, this innovation is designed to attract more clicks and improve the overall performance of Pinterest Product Pins.
One early adopter of this technology was Walgreens, a well-known drugstore chain, which tested the AI-enhanced imagery across a variety of product categories. Walgreens took advantage of the new AI tools to create more visually appealing ads that were more in tune with Pinterest’s visual-first nature. The results were impressive—Walgreens experienced a 55% increase in clickthrough rates and a 13% reduction in cost-per-click compared to traditional white-background ads.
Pinterest’s Performance+: Streamlining Campaigns for Advertisers
Pinterest’s Performance+ suite doesn’t just stop at AI-enhanced imagery. The company is also leveraging automation to help advertisers build their campaigns more efficiently. According to Pinterest, this combination of AI and automation tools enables advertisers to create campaigns with 50% less input than before. By streamlining the process, brands can focus on optimizing other aspects of their marketing strategies.
Advertisers can also choose from a mix of Performance+ tools, tailoring their approach to suit specific campaign objectives. Whether it’s driving conversions, boosting catalog sales, or improving consideration rates, Pinterest’s AI-driven enhancements are designed to cater to a wide variety of marketing needs.
Early test results show just how impactful these changes can be. Pinterest reports that advertisers using the new features saw a 64% reduction in cost per action, a 30% boost in conversion rates, and an impressive 1.8x return on ad spend. These metrics suggest that AI-powered advertising tools on Pinterest could be a game-changer for brands looking to maximize their marketing budgets.
Personalized Promotions and New Advertising Tools
In addition to AI and automation features, Pinterest is rolling out new promotional tools that will allow advertisers to offer discounts and deals directly to users. These tools will be available upon advertiser request in several markets, including the U.S., U.K., Canada, Australia, France, Germany, Mexico, Brazil, and Japan.
The personalized promotions and deals ad modules are designed to surface sales and discounts that are relevant to Pinterest users, helping brands drive more traffic and conversions. For advertisers, this means an opportunity to reach Pinterest’s global user base with tailored offers that can increase engagement and customer loyalty.
A Shift Towards Value-Based Bidding
Pinterest is also introducing a significant change to its bidding system within the Performance+ suite. Advertisers will now have the option to optimize their campaigns for the highest value, rather than just focusing on clicks or conversion volume. This value-based approach could be a key driver for advertisers aiming to achieve better returns on their Pinterest ad spend.
As of this week, global advertisers will have access to Performance+ campaigns for Consideration, Conversions, or Catalog Sales objectives. With this level of flexibility and precision, Pinterest aims to make its platform an essential part of any advertiser’s toolkit.
A New Era for Pinterest Advertising
Pinterest’s latest foray into generative AI tools is another step in the platform’s evolution as a major player in the digital advertising space. By combining AI-driven product imagery with automation and value-based bidding, Pinterest is positioning itself as a platform where creativity and technology meet to deliver tangible results for advertisers.
In an era where visual appeal and personalization are key to capturing consumer attention, Pinterest’s new features offer advertisers the opportunity to create more engaging, cost-effective campaigns. As the use of AI in advertising continues to expand, it’s clear that Pinterest is committed to staying at the forefront of this transformative technology.
With global rollout underway, advertisers everywhere can now take advantage of Pinterest’s AI-enhanced tools to create compelling, visually stunning ads that drive clicks, conversions, and sales.
