AI Briefing: Pinterest, Microsoft and Google bring new generative ad features for social and search
By Marty Swant
This week has brought another flurry of AI-related ad news as major players like Microsoft and Google, and even social platform Pinterest roll out more ways for advertisers to create and buy ads across social, search and chatbots.
On Tuesday, Pinterest debuted new ways for advertisers to use generative AI to generate ad creative and automate media buying through its recently unveiled Pinterest Performance+ platform. One new tool lets advertisers turn blank backgrounds into “lifestyle imagery” to enhance a brand’s products. Alpha program advertiser Walgreens tested the tool for 50 products — including a perfume bottle ad that appears to sit on a showroom table — to drive 55% higher click-through rates.
First announced in summer 2024, the feature is now rolling out to more advertisers that want to test new ad formats powered by Pinterest’s generative AI foundation model. By training its model on Pinterest’s visual data set, the company aims to give advertisers ways to create ads that feel native to the platform and personalized for users’ interests and tastes. The updates also build on Pinterest’s multi-year strategy to use AI for improving both user personalization and advertiser performance, said Matt Crystal, Pinterest’s vp of product.
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Source:: Digiday