Pinterest AI Creates Shoppable Collages For Advertisers
Image Credits: Pinterest
Pinterest is currently testing an innovative AI driven feature named auto collages. This new tool, announced by the company this week, empowers advertisers to swiftly transform their product catalogs into dynamic shoppable collages.
Streamlining Advertising and Boosting Engagement
According to Pinterest, the primary goal of auto collages is to simplify the advertising process. It aims to help advertisers reach their target customers more effectively while conserving valuable time and creative resources.
The platform highlights that collages are a highly popular and engaging content format, particularly with Gen Z users. Evidence of this is seen in the tens of millions of collages already created on Pinterest. Initial tests of the auto collage feature have shown promising results; users saved these AI generated collages at double the rate of standard product Pins.
How AI Powered Auto Collages Work
Auto collages leverage artificial intelligence to group product images from an advertiser's catalog into appealing shoppable visual content. The AI considers various factors such as:
- Popular outfit ideas
- User engagement with similar content
- Identification of complementary or similar products
- Products previously saved by users
For example, the AI might assemble a complete, stylish outfit from individual clothing items. Alternatively, it could generate a new collage that mirrors the style of existing collages that have already proven to be highly engaging to users.
Image Credits: Pinterest
Furthermore, the system can select and group similar products into a cohesive collage. It can also create collages featuring products similar to those users have saved to their personal boards, thereby offering a more personalized experience.
Innovation from Pinterest Ads Labs
Julie Towns, Pinterest Vice President for Product Marketing and Operations, shared insights into the feature's origin in the official announcement. She stated, Auto collage was born out of the Pinterest Ads Labs program that launched last year, where we innovate new generative AI products that help brands stay ahead of the curve. Towns added, The auto collages tool is an exciting leap that harnesses AI to instantly transform how brands turn their product catalog into fresh creative that resonates with Gen Z and beyond.
Enhancing Trend Prediction for Advertisers
In addition to auto collages, Pinterest also revealed updates to its Trends tool. This tool is being enhanced to provide advertisers with a better understanding and prediction of future user purchase intentions. The improved Trends tool will utilize insights gathered from user activities such as saving content, curating boards, and shopping behaviors on the platform.
