Pinterest company rolls out genAI tools for product imagery to advertisers
- 10/10/2024 11:57 AM
Pinterest, known for being a hub of inspiration for users across the globe, has now taken a significant step forward by introducing generative AI tools for advertisers. In a move that aligns with similar AI-driven advancements from tech giants like Google and Amazon, Pinterest has integrated AI capabilities into its Pinterest Performance+ suite, empowering advertisers to effortlessly enhance their product ads.
At the recent Pinterest Presents event, the company revealed new features aimed at revolutionizing how advertisers can engage with audiences through visual content. Among the most exciting of these updates is the ability to use generative AI to transform static or blank backgrounds into dynamic lifestyle imagery that is visually engaging and on-brand. By leveraging AI, advertisers can now go beyond plain product photos and bring their ads to life, showcasing products in immersive, real-world settings that resonate with Pinterest users.
Generative AI Meets Advertising: A New Standard for Visual Engagement
Pinterest’s foray into generative AI isn’t an isolated innovation but part of a larger trend sweeping across the digital advertising landscape. Amazon and Google both introduced similar AI-driven capabilities around a year ago, enabling advertisers to quickly adjust product imagery backgrounds based on prompts. These innovations are becoming must-have tools for brands that want to stand out in a competitive marketplace, and Pinterest is now offering advertisers the same creative freedom.
For advertisers, the process is straightforward yet transformative. Instead of relying on flat, sterile backgrounds, they can now prompt Pinterest's AI to generate context-rich visuals that reflect the brand’s identity and message. Whether it’s showcasing a product in a cozy home setting or a vibrant outdoor scene, the possibilities are endless, limited only by the advertiser’s imagination.
One early adopter of Pinterest’s AI capabilities is Walgreens, which tested this new technology on 50 products across various categories. Walgreens was able to replace plain white backgrounds with AI-generated scenes that felt more native to the Pinterest platform, resulting in impressive performance gains—a 55% increase in clickthrough rate (CTR) and a 13% reduction in cost-per-click (CPC) compared to traditional product pins with white backgrounds. These results highlight the significant impact of AI-generated visuals on consumer engagement and ad efficiency.
Efficiency and Optimization with AI and Automation
Pinterest’s Performance+ suite isn’t just about creative imagery; it’s also focused on driving efficiency. The platform's blend of AI and automation enables advertisers to streamline the campaign creation process, reducing the amount of manual input by 50%. By simplifying campaign setup and execution, Pinterest helps advertisers focus more on strategy and creativity while the AI handles the heavy lifting of optimizing ads for performance.
In early tests, advertisers utilizing these AI-driven tools saw remarkable improvements: a 64% decrease in cost per action, a 30% increase in conversion rates, and a 1.8x return on ad spend. These figures underscore the powerful role that AI can play in e-commerce advertising, not only in terms of visual enhancement but also in optimizing key performance metrics.
New Promotional Tools and Smarter Bidding Strategies
Beyond generative AI, Pinterest is introducing several new tools to help advertisers boost engagement and sales. The platform is rolling out Promotions, which allow brands to offer discounts and deals directly through Pinterest. Available in major markets like the U.S., U.K., Canada, Australia, France, Germany, Mexico, Brazil, and Japan, these promotional tools enable advertisers to surface personalized deals and discounts to potential customers, driving more conversions.
Additionally, Pinterest’s Performance+ bidding feature now offers advertisers the option to optimize for the highest value rather than focusing solely on clicks or conversion volume. This shift reflects Pinterest's commitment to providing advertisers with more nuanced tools to meet specific campaign objectives, whether it’s driving catalog sales, increasing consideration, or maximizing conversions.
Shaping the Future of E-Commerce with AI
As Pinterest continues to expand its AI offerings, it is clear that generative AI is set to become an integral part of the e-commerce landscape. By providing advertisers with tools that enable them to create visually compelling, data-driven ads, Pinterest is not only enhancing user experience but also positioning itself as a leader in the digital advertising space.
The ability to transform product imagery with AI and seamlessly integrate lifestyle scenes offers a new level of creative freedom that was previously unavailable. For brands looking to make their mark, these tools provide a unique opportunity to create more personalized, visually striking ads that resonate with Pinterest’s massive user base.
As these AI-driven features continue to evolve, we can expect to see even more innovative uses of AI across Pinterest’s platform, further enhancing how brands and consumers interact in this visually-driven marketplace.
