In response to strong user opposition against the proliferation of "AI junk" invading user feeds, Pinterest introduced new tools on Thursday that allow users to limit the amount of AI-generated content they see on the platform.
Users can now personalize their feeds to restrict AI-generated images within specific categories. The company also announced it will make its existing GenAI content labels more prominent in the coming days.
The platform, widely used for browsing and saving inspirational content and potential purchases, has faced criticism from users over the surge in AI-generated material. Media outlets have also reported on the issue, questioning publicly whether AI has already ruined Pinterest or if it can still be salvaged.
If unresolved, this issue could damage Pinterest's reputation and ultimately affect its profitability.
As the web becomes increasingly saturated with AI-generated content, the problem of AI spam becomes harder to manage. Improving AI content quality also makes it less noticeable. Citing academic research, Pinterest noted that GenAI content now accounts for 57% of all online materials.
To address this concern, Pinterest earlier this year launched the "AI-generated" label, which appears on images where metadata indicates AI creation or when Pinterest's own systems detect AI-generated content. At the time, the company said it would soon introduce consumer-facing tools to let users choose to see less AI-generated content.
Those tools are now available and will be accessible under the “Optimize your recommendations” section in the “Settings” menu of the app.
Here, users can decide whether they want to see fewer AI-generated images in categories where such content is common, including beauty, art, fashion, and home décor. Pinterest said it will add more categories based on user feedback and that users can adjust their preferences at any time.
Additionally, users can provide feedback on AI-generated images while browsing. If they come across a Pin they find unappealing due to its AI origin, they can click the three-dot overflow menu and select a category to refine their preferences.
Pinterest stated that these new controls are rolling out first on the web and Android platforms, with iOS support arriving in the coming weeks.
“With our new GenAI controls, we’re giving people more power than ever to personalize their Pinterest experience—striking the right balance between human creativity and AI innovation, and ensuring each Feed truly reflects the content that inspires them most,” said Pinterest Chief Technology Officer Matt Madrigal in a statement about the release.
