How to control the AI content on your Pinterest feed

The quick answer

Pinterest now gives you direct control over how much AI-generated content appears in your feed. You can reduce it by following these four steps:

1. Go to your Pinterest settings on a desktop browser or the Android app.
2. Select the "Refine your recommendations" menu option.
3. Choose "GenAI interests" to see all available content categories.
4. Toggle off AI content for any category where you want to see fewer AI-generated images.

Why control over Pinterest AI content matters

Users have grown frustrated with the amount of AI-generated content, often called "AI slop," flooding their Pinterest feeds. This content can make it difficult to find authentic ideas, real products, and genuine inspiration from human creators.

For brands and marketers, this is a significant issue. When users can't find quality content, they lose trust in the platform. This makes it harder for your message to reach an engaged audience. Pinterest's decision to add these controls is a direct response to this user backlash.

The platform acknowledges the problem, with some research suggesting that over 50% of all online material may now be AI-generated. This update is a move to protect the user experience and ensure Pinterest remains a valuable resource for discovery and shopping.

The problem with low-quality AI images

Low-effort AI-generated content dilutes the value of content platforms. It often lacks the nuance, quality, and originality of human work. Users report that it clutters their feeds, making it nearly impossible to find real photography or authentic stories.

This directly impacts your brand's ability to stand out. If your high-quality, original content is buried under a mountain of synthetic images, your reach and engagement will suffer. Prioritizing human-created content is now a key strategy for success on the platform.

Pinterest's new content controls

In response to feedback, Pinterest introduced two key updates. The first is the user control panel for generative AI content. The second is making its "AI modified" and "GenAI" labels more prominent on pins.

This allows users to immediately identify and filter content based on their preferences. As TechCrunch reports, this is about striking a balance between AI innovation and protecting the space for human creativity. For businesses, it's a signal that authenticity is a valuable commodity.

How to control AI content on Pinterest step by step

The new generative AI controls are straightforward to use. Follow this detailed breakdown to customize your feed and prioritize the content you want to see.

Step 1: Access your account settings

First, you need to find the new control panel. The feature is available now on the Pinterest desktop website and on the Android app. Support for iOS devices is rolling out in the coming weeks.

Log in to your account and navigate to your main settings menu. This is typically found by clicking your profile picture and selecting "Settings" from the dropdown.

Step 2: Navigate to recommendation controls

Inside the settings menu, look for an option labeled "Refine your recommendations." This section is where Pinterest houses all tools for personalizing your home feed.

Clicking this will take you to a new screen. Here, you will find a specific setting for "GenAI interests." This is the control center for all Pinterest AI content preferences.

Step 3: Customize your AI content by category

Within the "GenAI interests" menu, you will see a list of content categories. Pinterest has given users granular control, allowing you to turn AI content on or off for specific topics. The initial categories include:

• Art
• Architecture
• Beauty
• Fashion
• Entertainment
• Health
• Home Decor
• Sport

Simply use the toggle next to each category to limit AI-generated pins for that topic. This lets you keep AI content enabled for categories where you might find it useful while disabling it for others where you prefer human-made inspiration. If your brand operates in home decor, for example, your authentic project photos now have a better chance of reaching users who have filtered out AI.

Step 4: Use the feedback tools to refine your feed

Adjusting the settings is the first step. You can also provide direct feedback on individual pins. If you see an AI-generated image you don't like, click the three-dot menu on the pin.

From there, you can use the feedback system to flag the content. This action helps train Pinterest's algorithm to better understand your preferences over time. Consistently flagging unwanted AI content will help keep your feed clean.

What these controls mean for your brand

These changes are more than just a new user feature. They represent a shift in the digital content landscape and create a clear opportunity for brands that focus on authenticity.

By giving users the ability to filter out AI, Pinterest is elevating the value of human-created content. This is a chance for your brand to double down on what makes you unique and connect with an audience that is actively looking for it. A fully managed social media plan helps you consistently produce the authentic content that users now demand.

Improved brand safety and ad placements

For advertisers, this update provides an extra layer of brand safety. Your promoted pins are less likely to appear alongside low-quality, bizarre, or off-brand AI images that could harm your brand's reputation.

This ensures your marketing budget is spent placing your ads in a clean, curated environment. It helps maintain the integrity of your brand's presence on the platform and gives you more confidence in your Pinterest ad campaigns.

An opportunity to stand out with authentic content

As users begin to filter out AI-generated content, a new space opens up for brands that invest in high-quality, original assets. Authentic photography, custom graphic design, and real-world use cases will stand out more than ever.

This is the time to audit your content strategy. Are you relying on generic stock photos or quick AI creations? Shift your focus to compelling, human-centric visuals that tell a story and resonate with your audience. This is essential to build a content strategy that ranks and converts.

Limitations and what to expect

It's important to understand what these new controls can and cannot do. Setting realistic expectations will help you make the most of the feature, both as a user and a marketer.

The controls reduce AI content, they don't eliminate it

As Pinterest’s official announcement explains, these settings allow you to "dial down" the amount of AI content, not remove it entirely. You may still see some AI-generated images in your feed, even in categories you've toggled off.

The recommendation algorithm also needs time to adjust. After you change your settings, it may take a while before you notice a significant difference in your feed.

The filter currently applies to images only

These new controls only affect static image pins. They do not apply to video content, including Idea Pins or video ads. This means you may still encounter AI-generated videos in your feed regardless of your settings.

As AI video generation technology improves, this is an area to watch. For now, the focus is squarely on the proliferation of synthetic images that have caused the most user complaints.

Your action plan for authentic Pinterest marketing

Use this platform shift as a catalyst to refine your strategy. Here is a simple action plan to ensure your brand thrives in a more authenticity-focused environment.

• Audit Your Current Content: Review your Pinterest boards and recent pins. How much of your content is original and human-created versus stock or AI-generated? Identify gaps and opportunities.
• Invest in High-Quality Visuals: Prioritize original photography and professional graphic design. Showcase your products, your team, and your customers in authentic settings. These are the assets that build trust.
• Tell Real Stories: Use your pin descriptions and Idea Pins to share real customer stories, behind-the-scenes content, and genuine tutorials. Connection comes from authenticity, not automation.
• Optimize for Human Search: Write clear, helpful descriptions that use keywords naturally. Think about the problems your audience is trying to solve and create content that provides real answers. A website with designs that convert your audience is powered by this same human-first principle.

By embracing this trend towards authenticity, you position your brand to capture the attention of high-intent users on Pinterest. This is your chance to stand out from the noise and build a loyal following.