Pinterest has joined the growing list of tech companies offering generative AI tools to advertisers, following similar moves by Google, Amazon, and others.
At its Pinterest Presents event on Tuesday, the company unveiled new features for its Pinterest Performance+ suite, including automation and AI capabilities aimed at enhancing product advertising on the platform.
The most notable addition allows advertisers to transform flat, white, or blank backgrounds into dynamic lifestyle imagery using generative AI, helping to make Pinterest Product Pins more visually engaging and potentially increasing clicks. This feature, which rolled out on Tuesday, is designed to assist brands in creating more compelling ads with minimal effort.
While not a new concept—Amazon and Google introduced similar tools last year—generative AI for image enhancement has quickly become a standard offering for digital advertisers. The technology allows advertisers to easily modify image backgrounds with simple prompts, improving the appeal of product listings.
One early adopter of Pinterest’s AI technology was Walgreens, which tested the feature across 50 products in various categories. By showcasing its products with AI-generated backgrounds tailored to Pinterest’s aesthetic, Walgreens saw a 55% increase in clickthrough rates and a 13% reduction in cost-per-click compared to standard white backgrounds.
In addition to the AI-driven image enhancement, Pinterest introduced a mix of AI and automation tools to streamline campaign creation. These tools require 50% less input from advertisers, making it easier to build and manage campaigns. Early tests showed that advertisers experienced a 64% reduction in cost per action, a 30% increase in conversion rates, and a 1.8x return on ad spend.
Pinterest also launched new “Promotions” tools, allowing advertisers to offer discounts to Pinterest users. These tools will be available in the U.S., U.K., Canada, Australia, France, Germany, Mexico, Brazil, and Japan, enabling advertisers to present personalized promotions and deals directly to users.
Furthermore, Pinterest Performance+ is introducing a new bidding option that allows advertisers to optimize for the highest value, rather than just focusing on clicks or conversion volume. This update expands the suite’s capabilities, giving global advertisers access to Performance+ campaigns aimed at objectives such as Consideration, Conversions, or Catalog Sales.
By integrating generative AI and automation into its advertising tools, Pinterest aims to help brands create more engaging and effective ads, boosting performance across its platform.
