Dove Is Anti-AI in New Campaign
Image credit: Dove
Author: Roberto Orosa Source: DesignRush.com
Dove just released a new campaign where it vows against the use of artificial intelligence (AI) in its advertising.
In line with its 20th year anniversary, the beauty brand has launched "The Code," a two-minute short film that shows the detrimental effects AI can impose on one's self-image and perception of beauty.
The advert starts off with a worrisome prediction that by 2025, AI will generate 95% of all online content.
A woman then creates prompts on an AI tool, asking it to imagine a "gorgeous woman," "perfect skin," and the "most beautiful woman in the world."
The software then generated different versions of a light and fair-skinned woman, as well as a blemish-free dark-skinned woman, creating unhealthy and unrealistic beauty standards.
Dove uses these images as a jumping point to highlight its focus on "Real Beauty," as the woman begins to add "according to Dove" at the end of her prompts.
The AI tool then generated more realistic versions of women that boast different ethnicities, skin colors, and body types.
The phrase "Real Beauty Ad" was eventually added to the prompts, as the tool's generated images became more and more realistic, showing viewers its vision for the type of content AI could create.
"Dove will never use AI to create or distort women's images," the advert concludes.
The campaign was inspired by a study Dove conducted on beauty standards.
The report, titled "2024 The Real State of Beauty," found that over one in three women in the U.S. would trade a year of their life in order to attain an ideal look or body.
Two in three women today are also expected to be more attractive compared to their own mother's generation, while nine in 10 say they have seen harmful beauty content online, with AI as one of the biggest threats to right representation.
"Despite 20 years of work to broaden definitions of beauty, women feel less confident in their own beauty than they did a decade ago," Dr. Phillippa Diedrichs, research psychologist at the Centre of Appearance Research at the University of West England, said in a press release.
"Representation is more important than ever. As AI technology continues to evolve, it is becoming increasingly difficult to distinguish between what is real beauty and what is manufactured by AI," Dr. Diedrichs added.
Dove CMO Alessandro Manfredi also shared the company's goal of seeking a future where women, and not algorithms, get to decide and declare what real beauty should be.
"As we navigate the opportunities and challenges that come with new and emerging technology, we remain committed to protect, celebrate, and champion Real Beauty."
"Pledging to never use AI in our communications is just one step. We will not stop until beauty is a source of happiness, not anxiety, for every woman and girl," he added.