Pinterest is stepping up its game in the advertising arena with the introduction of Ad Labs, an program that allows select brands to test prototypes of new creative and ad tools. The program includes generative AI features powered by personalised insights and interactive shopping capabilities through collages.

Ad Labs is currently testing personalised background generation in the US, powered by a Pinterest generative AI foundation model. This feature generates backgrounds personalised to users' aesthetics, such as 'Japandi,' 'Organic Modern,' or 'Minimalism.'

Pinterest is also testing collages with advertisers to make this engaging new content more shoppable and discoverable through promotion. Select advertisers can tag the products in their collage and promote it as a Showcase or Collection ad.

Pinterest is working with a small group of advertisers across verticals like retail and beauty, including Nike, Wayfair, NYX Professional Makeup, John Lewis, and Bumble and bumble.

Wayfair used the collage feature to create shoppable Showcase ads, driving 28% more efficient cost per click (CPC) and 5.4x higher engagement compared to Retail Vertical benchmarks.

Sandro Corsaro, Wayfair's Global Head of Creative & Content, said, "Wayfair is always on the forefront of testing innovative ad formats. We saw the unique opportunity with collages to take customers from inspiration to action with a single ad creative that is visually engaging, performant, and creates a new way for our target customer to shop."

Pinterest is also investing in new automation and AI-powered tools to build goal-based campaigns that help deliver better advertiser performance. Pinterest Performance+ (currently in closed beta) brings together the latest AI and automation features to help increase 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.

The platform is also expanding its brand safety efforts and has worked with Integral Ad Science (IAS) to provide Brand Safety Measurement across all monetised markets. Based on advertiser campaign results during beta testing, 99% of measured ad impressions on Pinterest were measured as brand safe.

Pinterest today debuted a new partnership with DoubleVerify (DV) to provide advertisers globally with brand safety and brand suitability measurement on their Pinterest campaigns.