Pin Talk Podcast Summary: S1E2 - "Is A.I. Ruining Pinterest or Is It The Future?"

Release Date: October 17, 2024

In the second episode of Pin Talk, Pinterest experts Tony Hill and Carly Campbell delve into the contentious topic of artificial intelligence (AI) and its impact on Pinterest. The conversation navigates through whether AI is detrimental to the platform or represents its future, exploring moral and legal ramifications, and offering strategies for content creators to adapt. Below is a detailed summary capturing the essence of their discussion, enriched with notable quotes and structured into clear sections for comprehensive understanding.

1. Introduction to the AI Debate on Pinterest

Tony and Carly kick off the episode by posing three critical questions:

1. Is AI ruining Pinterest?
2. Is AI content a moral and legal issue?
3. How can content creators respond to AI?

Carly reflects on their previous discussions, acknowledging the complexity and controversy surrounding AI:

"AI is a really... can be a really controversial issue and it can be a really difficult conversation." [00:27]

Tony emphasizes the ongoing struggle to balance AI's potential with its uncertainties:

"There's a lot of gray area to AI. And so my hope... is for it to be a very balanced view and conversation about AI and what that means for Pinterest... and for us as content creators." [01:17]

2. Divergent Perspectives: Pro AI vs. Anti AI

The hosts reveal their differing stances on AI. Tony positions himself as pro-AI, seeing it as an essential tool to stay competitive:

"My personal belief that if I do not embrace AI, I will be left behind." [06:45]

Conversely, Carly identifies as a skeptic, wary of AI's implications:

"I'm currently not using AI at all... I don't like using it. I've tried mid journey and I cannot make it give me anything valuable." [07:34]

This divergence sets the stage for a nuanced discussion, highlighting both the enthusiasm and apprehension surrounding AI in content creation.

3. Moral and Legal Issues Surrounding AI Content

The conversation shifts to the ethical and legal dimensions of AI-generated content. Carly draws parallels between stock photos and AI images, questioning their distinctiveness:

"When we're talking about a representation of an idea for a blog post... If I present them a stock photo or an AI photo, are those things wildly different?" [02:34]

They explore the ambiguity of AI's legality, particularly concerning plagiarism:

"OpenAI has several... pending legal cases... involving plagiarism." [09:24]

Tony discusses how AI models have been trained on existing content without proper licensing, raising concerns among creators:

"Seeing sometimes it's really obvious that these AI models were trained on our content, and of course we got nothing for it." [09:46]

4. AI-Generated Content vs. Spam on Pinterest

Tony and Carly examine the misconception that all AI content equates to spam. Carly clarifies:

"I think we can't say that all AI equals spam. There are certainly cases... that is spam." [16:17]

They differentiate between valuable AI-generated content and spammy, repetitive pins:

"It's like no new ideas are necessarily entering into the platform, just slightly different versions of original ideas." [18:32]

Tony acknowledges that while some AI content enhances user experience, overuse without value can be detrimental.

5. User Reception and Platform Impact

Addressing user reactions, Tony recommends checking Reddit and App Store reviews to gauge public sentiment:

"A lot of people who are not liking the AI on the platform and it's kind of ruining it for them." [22:24]

Carly offers perspective on Pinterest's user demographics and the varying acceptance of AI across generations:

"I don't believe 40% of the users on Pinterest blanketed like that are Gen Z." [24:42]

They discuss how niches like home decor are more susceptible to AI saturation, while others remain less affected.

6. Consequences for Content Creators and Monetization Risks

The hosts delve into the implications for content creators, particularly regarding competition and monetization:

"There's a lot more competition and it's going to make it harder to stand out." [28:20]

Carly raises alarm about ad networks demonetizing AI-heavy sites:

"Mediavine and Rautive are trying to line up a little closer to Google... they're just not going to care." [38:23]

Tony shares anecdotes about losing ad revenue due to AI content, underscoring the financial risks:

"Quite a few publishers have had their accounts immediately cut off from Mediavine, and Rautive is another one that has been doing it." [35:14]

7. Future Outlook and Strategies for Adapting

Looking ahead, Tony and Carly discuss potential strategies for thriving amidst AI integration on Pinterest:

• Embrace AI where beneficial: Utilizing AI for tasks like pin descriptions and alt text without compromising content quality.
• Build engaged audiences: Focusing on email lists and direct audience engagement to hedge against traffic fluctuations.
• Develop real products or services: Transitioning from solely content-based revenue to diversified income streams.

Tony emphasizes the necessity of adapting to maintain relevance:

"I'm gonna wait for another day for future Tony to figure that out, but I will continue to try to adapt and find a way forward." [58:50]

Carly encourages creators to maintain valuable content amidst AI's rise:

"If you're creating valuable content and putting that out there, that is a good thing to do." [59:18]

8. Conclusion: Navigating the AI Landscape on Pinterest

In their concluding remarks, Tony and Carly reiterate the importance of producing meaningful content and staying adaptable:

"Whatever their response is will come down to engagement." [46:48]

They acknowledge the uncertainty of AI's trajectory but urge creators to remain proactive:

"There will be some rough road ahead... Hopefully, Pinterest will introduce better ways for users to report low-quality AI content." [40:52]

Carly offers a final word of encouragement:

"Don't create spam and you won't be in trouble." [42:56]

Tony adds a hopeful note for future discussions:

"If we're still doing this podcast next year, it would be really good to come back to the idea of AI and check in on what has changed." [59:20]

Key Takeaways

1. AI's Dual Nature: AI presents both opportunities and challenges for Pinterest creators. While it can enhance efficiency and creativity, it also raises ethical concerns and increases competition.

2. Morality and Legality: The use of AI-generated content blurs lines around plagiarism and content originality, necessitating careful consideration of ethical standards.

3. Spam vs. Valuable Content: Not all AI content is spam. The differentiation hinges on the value it provides to users and the manner in which it's integrated into the platform.

4. User Sentiment Matters: Public perception, as evidenced by Reddit and App Store reviews, plays a crucial role in shaping Pinterest's policies and the platform's environment.

5. Adaptation is Crucial: Content creators must adapt by leveraging AI tools wisely, building engaged audiences, and diversifying their income streams to mitigate risks associated with AI saturation.

6. Ongoing Evolution: The landscape of AI on Pinterest is continually evolving. Staying informed and flexible is essential for long-term success.

Notable Quotes

• Carly on AI's Controversy: "AI is a really... can be a really controversial issue and it can be a really difficult conversation." [00:27]

• Tony on Balancing AI: "There's a lot of gray area to AI. And so my hope... is for it to be a very balanced view and conversation about AI..." [01:17]

• Carly on Skepticism: "I don't like using it. I've tried mid journey and I cannot make it give me anything valuable." [07:34]

• Tony on Plagiarism Concerns: "Seeing sometimes it's really obvious that these AI models were trained on our content, and of course we got nothing for it." [09:46]

• Carly on AI and Spam: "I think we can't say that all AI equals spam. There are certainly cases... that is spam." [16:17]

• Tony on Ad Network Risks: "Quite a few publishers have had their accounts immediately cut off from Mediavine, and Rautive is another one that has been doing it." [35:14]

• Carly on Valuable Content: "If you're creating valuable content and putting that out there, that is a good thing to do." [59:18]

• Tony on Future Discussions: "If we're still doing this podcast next year, it would be really good to come back to the idea of AI and check in on what has changed." [59:20]

This summary encapsulates the rich dialogue between Tony and Carly, providing insights into the complex interplay between AI and Pinterest. Whether you're a seasoned Pinterest creator or new to the platform, understanding these dynamics is crucial for navigating the future of content creation.