Pinterest is rolling out Pinterest AI controls to give users more say over the AI-generated content they see in their feeds. After facing complaints from users about an influx of “AI slop,” the platform has introduced new personalization tools that allow users to reduce AI-driven imagery in select categories, including beauty, fashion, home décor, and art.
The move comes as AI-generated content becomes increasingly prevalent across the internet. Pinterest cites research showing that generative AI (GenAI) content now makes up 57% of all online material, making it more important than ever for users to control what they see. By introducing Pinterest AI controls, the platform aims to strike a balance between human creativity and AI innovation.
How Pinterest AI controls work
Users can access the Pinterest AI controls through the app’s Settings → Refine your recommendations menu. Here, they can adjust the visibility of AI-generated content in specific categories and modify their preferences at any time.
The new tools also allow users to provide feedback directly while browsing. If a Pin feels irrelevant or too heavily AI-generated, users can click the three-dot menu and report it. Pinterest will use this feedback to better refine content recommendations.
“This gives people a greater sense of ownership over their feeds,” said Matt Madrigal, Pinterest’s Chief Technology Officer. “With Pinterest AI controls, users can ensure their feeds reflect the inspiration they actually want, rather than overwhelming AI-generated imagery.”
Why the controls are necessary
Pinterest first introduced AI-modified labels earlier this year to identify generative AI content. However, those labels didn’t give users the power to actively reduce AI content. As a result, many users reported that their feeds were increasingly dominated by AI images, sometimes at the expense of genuine human creativity.
By deploying Pinterest AI controls, the company hopes to rebuild trust and ensure that users feel their feeds remain authentic. Pinterest acknowledges that generative AI will continue to be a part of the creative ecosystem, but it emphasizes that users should have a say in how much AI content they encounter.
Rollout details
- Launching first on web and Android
- iOS rollout will follow in the coming weeks
- Additional categories may be added over time based on user feedback
The rollout of Pinterest AI controls marks a significant step toward personalized content experiences, particularly for users who rely on Pinterest for shopping, DIY projects, and creative inspiration.
The bigger picture
For Pinterest, AI is both an opportunity and a challenge. On one hand, AI-generated content can boost engagement and introduce new creative possibilities. On the other, an overload of AI content risks alienating users. By offering Pinterest AI controls, the platform ensures that users can enjoy the benefits of AI while maintaining a personalized and human-driven feed experience.
“This is about putting power back in the hands of our community,” Madrigal added. “Pinterest AI controls allow users to curate their own inspiration and creativity, not let AI dictate their experience.”
As AI continues to shape online content, tools like Pinterest AI controls will likely become essential for platforms aiming to keep user feeds both engaging and relevant.