Pinterest introduces advanced AI ad tools including Performance+

Pinterest has unveiled a suite of new features for advertisers, aiming to boost campaign performance through advanced AI-driven tools. 

One of the standout additions is the introduction of “Performance+,” an AI-based automated ad campaign system. This tool optimizes all elements of Promoted Pin creation through a systematic process, reducing the need for manual input. By leveraging Pinterest’s ad creation and audience matching capabilities, advertisers can expect improved results. 

According to Pinterest, early alpha testing revealed that most advertisers experienced over a 10% improvement in cost per acquisition (CPA) for Conversion and Catalog sales campaigns, or a similar improvement in cost per click (CPC) for Consideration campaigns. Additionally, the Performance+ tools have halved the campaign creation time, making it a promising option for enhancing Pin performance with minimal effort.

Another feature is the AI background generation for product images. This tool personalizes the creative aspect of ads by aligning product images with the aesthetic preferences of individual users. Pinterest’s system generates personalized lifestyle backgrounds that enrich Product Pins, thus enhancing engagement. For example, if a user favors a particular aesthetic style, the AI will match the product background accordingly, providing more relevant context and potentially increasing user interest and interaction.

Pinterest is also experimenting with integrating its “Shuffles” app into its main platform by introducing ad collages. This feature allows advertisers to create engaging collages with product listings attached to each image. Select advertisers can tag products in their collages and promote them as Showcase or Collection ads, enabling users to tap and learn more about the brands and products featured. This initiative aims to make content more shoppable and discoverable, enhancing the overall user experience.

These updates are part of Pinterest’s new “Ad Labs” innovation program, designed to test and refine new creative and ad tools. Pinterest Ad Labs encourages select brands to experiment with prototypes, including generative AI features powered by personalized insights and interactive shopping capabilities through collages. The goal is to learn from advertiser feedback and rapidly bring the best new tools to market.

Written by Sophie Blake


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