What Advertisers Should Know About Pinterest AI Tools

Need to message someone? Hit them up on WhatsApp. Curious about what celebs are up to? Scroll through Instagram. Need to roast a new public policy? Vent on X. But when it’s time to dive into aesthetics and ideas, most Americans head straight to Pinterest. 

The 15th most-used social media platform has quietly become a heavyweight champ for brands and advertisers. It raked in a cool $981 million in Q4 of 2023 alone. Now, the platform has launched Pinterest AI tools to give brands extra wings and enhance ROIs.  

Are you starting a Pinterest strategy? You should. Let us take you through the automatic campaign creation to advance generative AI features for your Pinterest marketing strategy in 2024.  

Pinterest Ad Labs is fueling AI features to power visual searches

Pinterest is cooking AI magic with its innovation program, Ad Labs, and testing next-level creative tools. One standout feature is personalized background generation for US users—perfect for those who want to test their home décor or furniture pins in their dream setting. So now, instead of a couch floating in a white void, a user can drop it into either the minimal or maximal living room vibe that the Pinterest AI tool just created. 

Collages on Pinterest have become trendy, and users can create them by cutting out, remixing, and reassembling everything together (just like Y2K slam books). Now, the platform is testing collages with a few major retail and beauty brands, such as Wayfair, John Lewis, Nike, NYX, etc., to gather advertisers’ feedback and responses.  

And speaking of Wayfair, they’re already cashing in. Their shoppable collages drive a whopping 28% more efficient cost per click (CPC) and boost engagement by a mind-blowing 5.4x compared to Retail Vertical benchmarks. That’s a glow-up every brand wants.  

Pinterest AI is increasing the efficiency of advertising

Pinterest’s new AI tools are doing more than just boosting brands’ ROI—they’re also giving advertisers a serious energy boost by automating the campaign process. One standout is Performance+, a sleek tool designed to help advertisers build goal-based campaigns that deliver their desired results. 

What makes Performance+ even more extraordinary? It slashes campaign creation time by half. With 50% fewer inputs, advertisers can focus on creativity and strategy, while Pinterest’s AI handles the heavy lifting. Pinterest AI tools signify efficiency and performance all wrapped in one nifty package. 

Pinterest is leveling up its game by teaming up with two industry heavyweights—DoubleVerify (DV) and Integral Ad Science (IAS)—to keep things smooth, safe, and stylish for brands on the platform. Let’s break it down. 

IAS uses some serious AI magic with its Multimedia Technology, analyzing everything from images to audio and text frame by frame. It’s like giving each Pin a super bright check-up to ensure it’s aligned with a brand’s vibe and values. This means every ad lands in the right spot, giving brands extra peace of mind. 

Conversely, DV ensures advertisers are covered worldwide with top-notch brand safety and suitability measurement. Think of it as a protective shield for brands, keeping their ads in the best company and safeguarding their reputation. So, whether it’s about avoiding awkward ad placements or ensuring a positive experience, DV’s got it covered. 

Pinterest is the most preferred social platform for luxury brands, delivering double return on ad spend  

Advertisers should take note of these advanced tools and automation features of Pinterest. If your brand isn’t eyeing Pinterest, it’s time to change gears and integrate this platform into your marketing strategy ASAP. Here’s why: Pinterest isn’t just a pretty place to pin dream boards and aesthetic vibes; it’s a shopping powerhouse—especially for Americans. A whopping 38% of Pinterest’s web traffic comes straight from the US, and it’s now the 5th most popular social commerce platform. 

Pinterest ads are where it’s at for retail brands! With a 2x higher return on ad spend (ROAS) compared to other digital platforms, Pinterest is proving it knows how to make brands’ dollars work harder. And that’s not all—Pinterest ads also rock a 2.3x more efficient cost per conversion than other social media sites. So, not only are brands getting more bang for their buck, but they’re also converting shoppers at a better rate. 

But the real kicker? Pinterest users tend to splurge. They spend twice as much when shopping on Pinterest versus other platforms, making it a dream come true for brands selling higher-priced items like furniture, designer clothing, and accessories. If you’ve got a premium product, Pinterest is the place to be. 

85% of weekly Pinterest users purchase after browsing those beautifully curated Pins. Plus, it’s a hotspot for high-income shoppers—those rolling in over $100K annually. But here’s where it gets fascinating. A massive 96% of Pinterest searches are unbranded. That means users are typing in “beautiful vase,” not “XYZ beautiful vase.” This opens up a golden opportunity for local and mid-sized brands to step up with a solid marketing strategy, leveraging Pinterest’s AI tools to shine. So, not only do brands get in front of a prime, high-spending audience, but with the right moves, you can see that cost-per-click (CPC) soaring upwards. 

Cut to the chase  

Pinterest has launched new AI tools and automation features to enhance the marketing strategies of brands and advertisers. The platform’s plan to robust its presence in the market with its new program. Pinterest is ensuring for brands, advertisers, and users that they land in the right places and in the safest way possible.