Pinterest AI: Shoppable Collages for Advertisers

Pinterest Introduces AI-Powered “Auto-Collages” for Advertisers

Pinterest is currently testing a new AI-driven feature called “auto-collages.” This functionality enables advertisers to rapidly convert their product listings into interactive, shoppable collages, as the company revealed this week.

Streamlining Advertising Efforts

The primary goal of this new feature is to simplify the advertising process for businesses. It aims to facilitate reaching potential customers more effectively while simultaneously conserving both time and creative resources, according to Pinterest.

Collages and Gen Z Engagement

Pinterest highlights that collages represent a highly popular and engaging content format, particularly among Gen Z users. Over tens of millions of collages have already been created on the platform by users.

Initial testing indicates a significant performance boost. Users are saving auto-collages at a rate twice as high as they save standard product Pins.

How Auto-Collages Function

The system intelligently groups product images to create visually appealing and shoppable content. This grouping is based on several factors, including outfit suggestions, user interaction data, product similarities, and items users have previously saved.

For example, the feature can assemble complete outfits from a brand’s clothing catalog, drawing inspiration from existing popular looks. Alternatively, it can generate new collages that mirror the style of previously successful, highly-engaged collages.

Furthermore, the AI can identify and group together products that share similar characteristics. It can also curate collages featuring items comparable to those a user has already saved to their Pinterest boards.

Development and Future Implications

“Auto-collage originated from the Pinterest Ads Labs program, launched last year, which focuses on developing innovative generative AI products to help brands maintain a competitive edge,” explained Julie Towns, Pinterest’s Vice President for Product Marketing and Operations.

“This auto-collages tool represents a significant advancement, utilizing AI to instantly transform product catalogs into compelling creative content that resonates with Gen Z and a broader audience.”

Enhanced Trends Tool

In addition to auto-collages, Pinterest is also updating its Trends tool. This update will provide advertisers with improved insights into upcoming purchase intentions among users.

The enhanced tool will analyze user behavior related to saving, curating, and shopping activities to predict future trends.