Pinterest is testing new artificial intelligence solutions including a feature that enables advertisers to transform existing product catalogues into shoppable collages within minutes.

This initiative forms part of Pinterest Ad Labs, an innovation programme where selected brands can experiment with AI-enhanced creative tools designed to improve advertising performance and user engagement.

The auto-collage feature automatically selects, crops and arranges product images into new shoppable content based on various factors including outfit suggestions, user engagement metrics and saved items. This aims to enhance content personalisation for Pinterest's audience.

Department store chain Macy's is among the early partners testing the auto-collage feature and providing feedback. Pinterest plans to gradually make the tool available to more advertisers in coming months.

According to Pinterest, the AI tool helps advertisers connect with customers more effectively while expanding their creative options and reducing production time. The company noted that collages already represent one of the most engaging content formats among Generation Z users on the platform.

"In early testing, users saved auto-collages at twice the rate of standard product pins," a Pinterest spokesperson said. "With tens of millions of user-created collages on our platform, we're leveraging these curation insights combined with AI to automatically generate compelling content."

Julie Towns, vice president of product marketing and operations at Pinterest, explained: "Auto-collage emerged from our Pinterest Ads Labs programme launched last year, where we develop generative AI products to keep brands at the forefront of digital marketing. This tool represents a significant advancement, using AI to instantly convert product catalogues into fresh creative content that appeals to Gen Z and other audiences."

The announcement follows another recent AI collaboration between Pinterest and cosmetics brand e.l.f., which launched an AI-powered digital experience to help users identify their ideal makeup shades. The "Colour e.l.f. analysis" tool offers personalised beauty recommendations based on individual colour profiles.

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