Pinterest is experimenting with “auto-collages,” an AI feature that allows advertisers to quickly turn their product catalogs into shoppable collages, the company announced this week.
The new feature is designed to make it easier for advertisers to reach customers while saving time and creative resources, Pinterest says.
The company notes that collages are one of the most popular and engaging content types among Gen Z users, with over tens of millions of collages created on the platform. In early tests, Pinterest found that users saved auto-collages at twice the rate of standard product Pins.
Auto-collages work by grouping together product images into shoppable visual content based on things like outfit ideas, user engagement, similar products, and user saves. For instance, the feature may group together clothing that makes up a stylish outfit based on existing looks. Or, it may create a new collage that is similar to existing collages that have seen strong user engagement.
Plus, the feature may select similar products and group them together into a collage. In another case, auto-collages may generate a collage that includes products that are similar to ones that users have saved on their boards.
“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,” said Julie Towns, Pinterest vice president for Product Marketing and Operations, in the announcement. “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.”
Pinterest also announced that it’s updating its “Trends” tool to help advertisers better understand and predict what users are planning to purchase next. The updated tool will leverage insights into what users are saving, curating, and shopping.
