Pinterest launched a suite of AI tools for advertisers called Performance+ in October 2024 that automates most of the steps needed to run an ad campaign. Instead of manually choosing who to target, what to bid, and how to design each ad, advertisers set a goal and the AI handles the rest. Pinterest says the suite cuts campaign setup time in half and improves cost-per-action by more than 10%.

Performance+ covers the full campaign lifecycle: audience targeting (finding users likely to convert), bidding (automatically adjusting how much to pay per click or impression), budget pacing, and creative generation (using generative AI to replace plain product image backgrounds with lifestyle imagery). The suite uses machine learning models trained on conversion signals, including clicks, add-to-cart events, and purchases, to predict which users are most likely to take a desired action and serve them relevant ads. Documented outcomes include Prada reporting a 64% decrease in cost per action and a 1.8x return on ad spend for its US campaign; Pinterest also reports that advertisers using Performance+ creative saw 19% more checkout revenue, and Performance+ targeting drove a 17% lower cost per thousand impressions compared to standard setup.