Pinterest is piloting new AI-driven solutions including a new AI feature that allows advertisers to convert their existing Pinterest product catalogue into new shoppable collages in minutes.

The pilot project is part of Pinterest Ad Labs, an innovation programme launched by Pinterest to let selected brands experiment with prototypes that blend AI with creative storytelling to boost ad performance and user engagement.

Auto-collages intuitively curate, crop and group product images into new shoppable visual content based on several features, such as outfit ideas, user engagement and user saves to increase content customisation.

Macy's is one of the retailers currently working with Pinterest to test and provide feedback on auto-collage, while Pinterest plans to gradually expand access to more advertisers.

The firm said the AI feature aims to enable advertisers to reach their customers more easily, boosting the creative options for their campaigns on Pinterest while saving time and creative resources.

Pinterest stated that collages are already one of the most popular and engaging content types among genZ Pinterest users.

“With over tens of millions of collages built by users on Pinterest combined with the power of AI, we are using these unique curation insights to automatically generate collages that users find engaging,” Pinterest said in a statement.

It pointed out that in early tests, users saved auto-collages twice the rate of regular product Pins.

Julie Towns, Pinterest Vice President for Product Marketing and Operations, said: “Auto-collage was born out of the Pinterest Ads Labs programme that launched last year, where we innovate new generative AI products that help brands stay ahead of the curve.”

“The auto-collages tool is an exciting leap that harnesses AI to instantly transform how brands turn their product catalogue into fresh creative that resonates with Gen Z and beyond,” she added.

Earlier this month, Global beauty brand e.l.f. Cosmetics also teamed up with Pinterest to launch an AI-powered digital experience designed to help users find their ideal makeup shades.

The "Colour e.l.f. analysis" tool provides personalised beauty recommendations based on users' unique colour profiles, helping them discover makeup shades that complement their natural features.

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