Pinterest, known for its visually driven platform, is stepping up its advertising game by introducing generative AI tools to help advertisers transform product imagery. Following the lead of tech giants like Google and Amazon, Pinterest is now offering its advertisers the ability to enhance their product ads using AI.
AI-powered product imagery for engaging ads
One of the standout features in Pinterest’s latest update is the ability for advertisers to turn basic product images with white or flat backgrounds into dynamic lifestyle imagery using generative AI. This move is designed to attract more clicks and engagement by making product ads more visually appealing. Advertisers can easily enhance their Pinterest Product Pins, saving time and resources while presenting products in a way that aligns with Pinterest’s visual-centric environment.
This development isn’t unique to Pinterest; it’s quickly becoming an industry standard. Both Amazon and Google have introduced similar tools, allowing advertisers to modify image backgrounds or change scenes with simple prompts. However, Pinterest’s approach integrates this technology into its native advertising ecosystem, offering advertisers a more tailored solution for its platform.
Early adoption shows promising results
Drugstore chain Walgreens was among the first to test Pinterest’s generative AI tool. Using AI-enhanced backgrounds, Walgreens showcased 50 products across multiple categories in a more Pinterest-friendly format. The results were impressive: a 55% increase in clickthrough rates and a 13% decrease in cost-per-click compared to traditional white background imagery. This successful implementation demonstrates the potential of generative AI in boosting ad performance and providing a better return on investment for advertisers.
Enhanced campaign creation with AI and automation
In addition to AI-enhanced imagery, Pinterest is incorporating more automation features into its advertising suite to streamline the campaign creation process. Advertisers can now develop campaigns with 50% less input, using the mix-and-match capabilities of the Pinterest Performance+ products. Early testing of these tools revealed a 64% decrease in cost per action and a 30% increase in conversion rates, highlighting the potential for advertisers to achieve better results with less effort.
Personalized promotions and new bidding options
Beyond visual enhancements, Pinterest is also rolling out new promotional tools. Advertisers can now request access to promotions, allowing them to offer discounts directly to Pinterest users across several countries, including the U.S., U.K., Canada, Australia, France, Germany, Mexico, Brazil, and Japan. This addition is complemented by the introduction of Personalized Promotions and Deals modules, designed to surface sales and discounts to users, creating a more tailored shopping experience.
Another key change is the update to Pinterest Performance+ bidding, which now enables advertisers to optimize for the highest value, rather than just focusing on clicks or conversion volume. This feature offers more flexibility for advertisers to align their campaigns with specific objectives, whether it’s consideration, conversions, or catalog sales.
Pinterest’s latest rollout of generative AI tools and automation features marks a significant expansion of its advertising capabilities. With the new suite of tools, advertisers have the potential to optimize their ads, drive more conversions, and ultimately achieve a higher return on their ad spend.
