Pinterest is the latest social app to leverage artificial intelligence (AI). According to the platform, it’s using AI to improve campaign performance and measure brand safety for advertisers.

New creative and ad tool prototypes are available to select brands under a program called Pinterest Ad Labs. Brands are encouraged to experiment with its generative AI features, such as personalized background generation, which is intended to enrich product pins and deepen engagement. “For instance, instead of seeing a chair on a white surface, users will see the same chair with a personalized background reflecting their aesthetics in home decor,” Pinterest said in its announcement about the AI toools.

Another offering allows advertisers to create collages by cutting out, remixing, and reassembling nearly all visual items. Select advertisers will be able to tag the products in their collage and promote it as a showcase or collection ad.

Pinterest also said it’s investing in new automation and AI-powered tools to make it easier to build goal-based campaigns that help deliver better advertiser performance, under a (currently closed) beta program called Pinterest Performance+. “Early results from alpha testing show that most advertisers saw a 10%+ improvement in cost per acquisition (CPA) for conversion and catalog sales campaigns or a 10%+ improvement in CPC for Consideration campaigns. In addition, the suite of Performance+ tools decreases campaign creation time significantly, with 50% less inputs required,” the app reported.

The Pinterest announcement also noted, “We worked with Integral Ad Science (IAS) to provide brand safety measurement across all monetized markets…. IAS’ AI-driven multimedia technology utilizes machine learning for frame-by-frame analysis, combining image, audio, and text signals to accurately classify pins at scale. Based on advertiser campaign results during beta testing, 99% of measured ad impressions on Pinterest were measured as brand safe.

“In the coming weeks, we’re also integrating with DoubleVerify (DV) to provide advertisers globally with brand safety and brand suitability measurement on their Pinterest campaigns. DV’s brand safety and suitability measurement enables visibility into advertising adjacency, safeguarding reputation, and preserving brand equity.”

Separately, Pinterest published a study that appears to show it drives more total attention than other apps.

Top: Examples of the Pinterest collage feature (image via Pinterest)

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