Pinterest has introduced a new feature known as “auto-collages,” which leverages artificial intelligence to help advertisers create shoppable collages from their product catalogs. This initiative aims to streamline the advertising process, allowing for quicker engagement with potential customers while conserving time and creative resources. The company highlights that collages have emerged as an exceptionally popular content type among Gen Z users, with millions of collages already created on the platform. Early tests of the auto-collages feature revealed that users saved these collages at double the rate compared to traditional product Pins, indicating strong user interest.
The technology behind auto-collages functions by compiling product images into visually appealing content. It considers various factors such as outfit ideas, user engagement, similar products, and user saves. For example, the system might assemble clothing items into a cohesive outfit based on trending styles or user preferences, or it might identify successful existing collages and develop something similar to maintain user interest. Additionally, the feature can dynamically group similar items together, allowing for the creation of collages that include products that align with users’ saved items.
Julie Towns, Pinterest’s vice president for Product Marketing and Operations, noted that this tool emerged from their Pinterest Ads Labs initiative, which focuses on innovating generative AI tools to keep brands competitive. Furthermore, Pinterest has announced enhancements to its “Trends” tool, aiming to provide advertisers with better insights into user purchasing behaviors by analyzing what users are saving and curating. This update assists brands in predicting shopping trends and adapting their strategies accordingly.