Pinterest adds AI labels to help users spot and control AI-generated content

Pinterest is rolling out AI transparency tools that empower users to identify and control AI-generated content across its platform. The move comes as tech platforms increasingly grapple with the need to distinguish between human and AI-created material, reflecting Pinterest’s strategy to maintain user trust while embracing generative AI technologies. These new features represent a significant step toward responsible AI implementation in social media environments.

The big picture: Pinterest has launched global “AI modified” labels that appear on image Pins detected as generated or altered using AI technologies, following months of testing.

• The labels appear in the bottom left corner of Pins when users click on an image, providing immediate visual identification of AI-generated content.
• The company developed specialized classifiers that analyze both metadata and visual characteristics to detect AI content, even without explicit markers.

Key details: Pinterest’s transparency initiative includes an appeals process for disputed labels and new user controls for filtering AI content.

• Users who believe an image has been incorrectly labeled can challenge the classification through a dedicated appeals system.
• The platform is testing a “see fewer” option for Gen AI Pins in specific categories like beauty and art, accessed through the three-dot menu on Pins.

What they’re saying: “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.

• Madrigal emphasized that “Gen AI content on Pinterest should enhance users’ ability to discover and act on their inspiration.”
• The company describes its approach as “intentionally thoughtful” to ensure the technology benefits everyone on the platform.

Where we go from here: Pinterest plans to expand these transparency and control tools into additional content areas over time.

• The company encourages users to visit its Help Center for more information about how Pinterest uses AI.
• As the classifiers continue to develop, Pinterest expects the labeling accuracy to improve, reflecting an ongoing commitment to transparency.