Pinterest Finally Fights Back Against AI Spam with New Content Labels

Pinterest Finally Fights Back Against AI Spam with New Content Labels

Listen, I'm all for the creative possibilities that AI offers (heck, I've played with Midjourney more than I'd like to admit), but the Pinterest situation has gotten properly out of hand lately, hasn't it? If you've been on the platform recently, you've likely noticed that suspiciously perfect "inspirational" content flooding your feed.

Well, Pinterest has finally decided to do something about it. After months of testing, they've officially launched AI content labels to help us separate the real inspiration from the algorithmically-generated stuff clogging up our boards.

What's Actually Changing?

Starting now, when you click on an image Pin, you'll see an "AI modified" label in the bottom left corner if Pinterest thinks it's been created or significantly tweaked using AI. But here's the brilliant bit – they're not just relying on creators to honestly tag their content (because let's be real, that was never going to work, was it?).

Instead, Pinterest is using some clever tech to automatically detect AI-generated content, even when there aren't obvious giveaways. As they explain:

"To do this, we not only analyze an image's metadata, but also develop classifiers that automatically detect Gen AI content, even if the content doesn't have obvious markers."

Translation: They're using proper tech methods to spot the AI content, rather than just hoping people will play fair. About blooming time!

How They're Actually Detecting AI

This is where it gets a bit technical, but stay with me because it's important for anyone creating content. Pinterest is using something called the IPTC Photo Metadata Standard, which is basically information embedded in images that includes details about how they were created and edited.

Think of it as your image's digital passport – it carries information about where it's been and what's been done to it. Clever, right?

Of course, Pinterest admits their system isn't perfect (no technology is), so they've added an appeals process for creators who believe their content has been incorrectly flagged. Fair enough.

The "See Fewer" Option We've All Been Waiting For

Here's the part that got me genuinely excited – Pinterest is adding a "see fewer" option specifically for AI-generated content in certain categories. Starting with beauty and art (two of the worst offenders for AI spam), this feature will let you tell Pinterest's algorithm that you'd rather see authentic human-created content.

You'll soon be able to select this option from the three-dot menu on any Pin, sending a clear signal to Pinterest that you're after the real deal, not AI-generated fantasies.

What This Means For Your Brand

If you're using Pinterest as part of your brand strategy (and with its continued growth in shopping features, you absolutely should be), here's what you need to consider:

  1. Transparency is now non-negotiable – If you're using AI to create or enhance your visuals, it's going to be identified. Better to lean into this than fight it.
  2. Authentic content may gain advantage – As users get the power to see fewer AI Pins, genuine, high-quality content created by actual humans could see improved visibility.
  3. Mixed approaches might work best – Perhaps use AI to help with ideation, but ensure your final Pins have a distinctive human touch that adds value.
  4. Quality over quantity – With these changes, flooding Pinterest with hundreds of AI-generated Pins might backfire. Focus on fewer, better Posts.

My Honest Take

While I appreciate Pinterest taking steps to address the AI content flooding their platform, I'm left wondering if this is enough to restore trust. The real issue isn't necessarily AI content itself – it's the spammy, low-value content created en masse to drive traffic to dodgy sites.

For those of us who genuinely care about building valuable brand presences, this update is a welcome step toward a more authentic Pinterest experience. But the platform will need to continue refining these tools to stay ahead of those looking to game the system.

Have you noticed AI content taking over your Pinterest feed? Are you using AI in your own Pin creation? I'd love to hear your experiences and thoughts!