Pinterest’s AI-Powered Collages Take Center Stage, Driving User Engagement

In a surprise move, Pinterest’s new collage feature, launched in 2022, is proving more engaging than traditional Pins. Powered by AI and computer vision, these collages allow users to express themselves by combining web content, Pinterest finds, and their own photos.

Initially popular with Gen Z for creating mood boards and fan collages (remember those music-infused TikTok trends?), collages have evolved. Today, users curate a variety of content, from home decor inspiration to shoppable product groupings, similar to magazine spreads.

Despite requiring more effort than saving a single Pin, collages are gaining traction. During their Q1 2024 earnings call, Pinterest revealed that users are three times more likely to save collage Pins compared to regular Pins, and a significant portion feature clickable products.

This engagement is fueled by the AI’s ability to identify and “cut out” specific objects from photos, similar to iOS’s image cutout feature. Instead of just saving a whole picture, users can extract specific elements and combine them with other curated content.

This human-led curation, according to Pinterest, strengthens their AI. CEO Bill Ready explains it as a “flywheel effect,” where user behavior provides data to train the AI for unique applications not found on other platforms. This, he believes, will give Pinterest an edge in the growing AI race.

Driven by a surge in Gen Z users (now over 40% of their base) and a return of brand advertising, Pinterest surpassed Q1 2024 earnings expectations. Their revenue growth was the fastest since 2021, and their stock price jumped. The company attributes this success to their ability to cater to Gen Z, an unusual demographic for a platform experiencing user base rejuvenation.