Pinterest has introduced new tools to label and filter AI-generated images, helping users distinguish synthetic content and reduce its visibility. The platform will use metadata and AI classifiers to detect altered images, with features like “AI modified” tags and user controls to limit such content.

On its site, Pinterest is helping users recognize and steer clear of AI-generated slop. To help customers avoid seeing too many images while searching for related topics, the business is introducing new capabilities that will automatically classify images that are identified as being created or altered using generative AI.

“As our users encounter AI-generated content on Pinterest, we are helping them make better choices about what they see,” said Chief Technology Officer Matt Madrigal.  “We are consciously tackling this new terrain in a way that is advantageous to all users on Pinterest, and Gen AI content on Pinterest ought to improve users’ capacity to find and act on their inspiration.”

Global rollout of Pinterest new Gen AI labelling feature should help shield users from fraud. When a pin is clicked on in close-up, the labels will show up as a “AI modified” stamp in the lower left-hand corner. Pinterest uses metadata analysis, most likely for invisible marks like Adobe’s Content Credentials or Google’s Synthid, to determine whether an image was created or altered using artificial intelligence.

Additionally, Pinterest claims to have created “classifiers that automatically detect gen AI content,” even in cases where an image lacks metadata markers. Although detection-based AI flaggers are not always accurate, Pinterest is now enabling users to file an appeal if they think their pins have been incorrectly labelled.

It would be an understatement to say I’m overjoyed. The dominance of AI photos on Pinterest has drawn a lot of criticism from users, who find it hard to use the mood board builder for anything useful other than putting together pictures for aesthetic reasons.

For instance, it might be difficult for artists to locate reliable real-world reference materials, and, likely, the apparel, accessories, or furnishings items seen in pins aren’t available for purchase because they don’t exist. Even as a source of “inspiration,” that can be problematic because artificial intelligence (AI) can produce incredibly realistic-looking hairstyles and interior design concepts that may be impossible to accomplish in real life.

Additionally, an experimental tool will be released “soon” that will let users filter out specific AI photos for categories like beauty and art that are “prone to AI modification or generation,” according to Pinterest. The three-dot menu located at the bottom right of a pin will have the option to “see fewer.” Although it’s unknown how much AI the feature will filter out, Pinterest claims that this will alert its systems to promote less of such content and will eventually spread to more pin categories. I can only hope that an “all of it” option will be added later.