One of the many opportunities that pop up as health IT, including AI, is introduced and adopted is the way non-traditional users are often able to put it to use in their IT worlds, but still for healthcare purposes.

To wit, Pinterest has taken advantage of the recent World Mental Health Day (Oct. 10th, according to the World Federation for Mental Health) to bring attention to steps it’s been taking to better serve users struggling with challenges to their emotional well-being.

According to a statement, Pinterest has added machine learning techniques to identify and hide content that displays, rationalizes, or encourages self-injury, while also adding an array of “emotional well-being activities” to its app, though those are currently available only to “Pinners” in the US for now.

The added machine learning capabilities have already paid off, the company says, with an 88% reduction in reports of self-harm content by users and the ability to remove such content three times faster than previously.

Moreover, the company says over 4,600 search terms and phrases related to self-harm have been removed from the platform, and “if someone searches for one of these terms, we’ll show expert resources they can use to get free and confidential support.” People showing signs of distress now see the resources directly in their boards (i.e., home screens), an approach the company says was developed with guidance from outside emotional health experts at the National Suicide Prevention Lifeline, Vibrant Emotional Health, and Samaritans.

“Pinterest is where people go to find inspiration, but that isn’t easy when you’re feeling down or in despair,” said head of products Omar Seyal in the statement. “These resources and activities are here to both help people with how they’re feeling and improve the quality of the inspiration they find on Pinterest. . . . World Mental Health Day is an important time to bring awareness to the challenges surrounding mental health and support our most vulnerable friends, family members, and neighbors. But for us, this work is not just a 24-hour commitment. We believe a healthy life is an inspired life, and we’re working hard to build Pinterest in a responsible, compassionate way everyday.”