The news: Pinterest is giving users control over the flood of genAI content on the platform with a new tuner that allows users to determine how much genAI content they see in specific categories, per a Thursday announcement.

• Preferences are manageable through Pinterest’s settings under the “refine your recommendations” option or by selecting the three-dot menu at the bottom of Pins.
• Pinterest highlighted advancements to its genAI labeling capabilities designed to expand visibility and control.
• The tuner is now available on Android and desktop, and iOS support is expected in the coming weeks.

The update is designed to help users “[strike] the right balance between human creativity and AI innovation, and [ensure] every feed truly reflects what inspires [users] the most,” said Matt Madrigal, chief technology officer of Pinterest.

Pinterest’s genAI troubles: The move directly addresses mounting criticism Pinterest has faced from users about the influx of AI content.

• Users have previously complained about a deluge of “AI slop” deteriorating Pinterest’s core use: Finding images of real-world content. In response, Pinterest risked users abandoning the platform because AI damaged the user experience.
• The platform introduced an AI labeling system earlier this year to address this concern, enabling users to opt to see less genAI content in categories most heavily affected by it, like beauty and art. But while labeling was a valuable first step, it didn’t allow users to exclude AI from their experience—a critical feature as people generally view genAI-made media negatively.

What it means for marketers: By putting the power in users’ hands to tailor content to unique genAI preferences, Pinterest is creating a safer environment for advertisers, reducing risks for brands by ensuring ads don’t appear alongside content that audiences dislike or want to avoid.

Combined with Pinterest’s evolving suite of ad opportunities, this approach positions the platform as a key destination for marketers looking to reach younger audiences in a brand-safe, AI-conscious space—differentiating Pinterest from competitors who haven’t addressed the issue of AI slop.