Introducing Gen AI Labels: Pinterest is Taking a New Step in Transparency

The emergence of Generative AI (Gen AI) tools has helped to boost creativity and inspiration for many. At the same time, these tools are still nascent, and we’ve heard from some users that they would like more transparency and control around the Gen AI content that they see on Pinterest.

For the past several months, we have experimented with displaying a label on image Pins that we detect may have been generated or modified using Gen AI. We’re also testing tools to help users manage their experience with Gen AI content on the platform. Now, Pinterest is rolling out these features globally. 

‘As people encounter AI-generated content on Pinterest, we are empowering our users to make more informed choices about the content they see’, said Matt Madrigal, Chief Technology Officer. ‘Gen AI content on Pinterest should enhance users’ ability to discover and act on their inspiration, and we are intentionally approaching this new landscape in a thoughtful way that benefits everyone on Pinterest.’

Introducing Gen AI labels on Pinterest

Adding a label on AI-modified or generated images is one of the ways that Pinterest is helping users to more clearly identify this type of content. Now, when users click on an image Pin in close-up, they will see an ‘AI modified’ label in the bottom left-hand corner. To do this, we not only analyse an image’s metadata, but also develop classifiers that automatically detect Gen AI content, even if the content doesn’t have obvious markers. 

As we refine these classifiers, our labels will become even more helpful and accurate. However, we know that these systems aren’t perfect. This is why we set up an appeals system for creators and users who believe that their content may be mislabelled.

Giving Pinterest users more control 

We’re constantly working to improve the search and discovery experience for our users, including by giving them more control of the content that they see on Pinterest. This is why we will soon launch an experiment allowing users to select a ‘see fewer’ option on Gen AI Pins for certain categories that are prone to AI modification or generation, such as beauty and art, and will continue expanding into more areas. This option will be found in the three-dot overflow menu on the bottom right of a Pin. This will send a signal to our systems to recommend less of this type of content.

Pinterest believes that Gen AI, when thoughtfully implemented, can be inspirational and actionable—enhancing people’s ability to create a life that they love. Over the coming months, we look forward to introducing more tools to build upon our ongoing AI work. In the meantime, take a look at our Help Centre for more information about how Pinterest uses AI.