Pinterest adds AI features to highlight authentic content

Pinterest is taking a significant step to address the growing presence of AI-generated content on its platform by implementing new labeling and filtering features. This move responds to user dissatisfaction with the blending of AI and human-created content on a platform traditionally valued for authentic, human-sourced inspiration. The new transparency measures aim to preserve Pinterest’s core function as a trusted source of creative ideas while acknowledging AI’s expanding role in visual content creation.

The big picture: Pinterest is rolling out an “AI Modified” label globally to identify images that have been generated or modified using artificial intelligence.

• The label will appear in the bottom left corner of images when viewed up close, helping users distinguish between human-created and AI-generated content.
• This transparency feature addresses growing user frustration with AI-generated images infiltrating search results on a platform primarily valued for human-created inspiration.

How it works: Pinterest will identify AI-modified content using both image metadata and proprietary AI detection technology.

• The platform has developed in-house classifiers that can automatically detect generative AI content, even when not immediately obvious to users.
• While acknowledging these systems aren’t yet perfect, Pinterest plans to refine the classifiers over time to improve labeling accuracy.
• Users and creators can appeal mislabeled content through a dedicated appeals system.

What’s next: Pinterest will soon launch a “see fewer” experiment allowing users to control how much AI-generated content appears in specific categories.

• The feature will be accessible through a three-dot menu in the bottom right corner of Pins.
• Users will be able to customize their AI content preferences for categories such as beauty and art.

Why this matters: The distinction between human and AI-created content is particularly crucial on Pinterest, where users typically seek authentic human inspiration for projects and designs.

• Transparency about image origins helps maintain user trust and preserves Pinterest’s core value as a platform for genuine creative inspiration.
• For users still uncertain about image authenticity, third-party tools like the Adobe Content Authenticity app can provide additional verification by analyzing image origins.