Dove's Commitment to Authentic Representation in Advertisements Without AI Models

Dove's Commitment to Authentic Representation

Dove has announced that it will not utilize artificial intelligence (AI) to portray women in its advertising and communications. This decision is part of Dove's Real Beauty platform, which is marking its 20th anniversary this year.

A new ad campaign called "The Code" features a dramatic version of the song "Pure Imagination" from the movie "Willy Wonka & the Chocolate Factory". In the campaign, women submit prompts to AI image generators to explore different perceptions of beauty, only to receive unrealistic results. However, Dove showcases its vision for the technology by portraying a diverse group of women in a more accurate light.

To ensure that generative AI users create more inclusive and representative images, Dove has established Real Beauty Prompt Guidelines. Additionally, the brand is working with celebrity ambassadors like Reba McEntire, Drew Barrymore, Beanie Feldstein, and Marsai Martin to raise awareness about the importance of diverse beauty standards.

Dove's Concerns About AI and Beauty Standards

Dove recently expressed its concerns about the impact of AI on portraying real beauty. The company highlighted AI as a significant threat to its mission of promoting natural beauty and combating airbrushed imagery. In a new ad, Dove showcased how current AI tools can produce unrealistic and overly perfect results, reinforcing unattainable beauty standards. The commercial features women being prompted with phrases like "a gorgeous woman" and "perfect skin," leading to cartoonishly perfect images. Dove emphasized that all AI-generated images in the ad were created using real generative AI tools.

Dove is aiming to set itself apart from other beauty brands by pledging to feature real women instead of AI-generated models in its future advertisements. The brand is concerned that AI could worsen the already negative impact of harmful beauty content on women's confidence online. In a survey conducted by Dove, nine out of 10 women and girls reported being exposed to such content.

In addition, a press release and the “The Code” ad from Dove mention a prediction stating that 90% of online content will be generated by AI by the year 2025. This forecast was mentioned by author Nina Schick during a panel discussion at CES in 2023. According to Schick, by 2025, it is possible that at least 90% of online content will have been created with the help of AI technology.

Dove is focused on a future where women are the ones defining real beauty, not algorithms. The Chief Marketing Officer, Alessandro Manfredi, shared that as new technology arises, the company is dedicated to preserving and celebrating Real Beauty. Dove has pledged to steer clear of using AI in their messaging as a first step towards ensuring beauty brings joy, not stress, to every woman and girl.

Dove recognizes the growing popularity of generative AI, such as ChatGPT, which is catching the attention of many. An internal study found that a significant percentage of U.S. women and girls see the potential empowerment in using AI to create different versions of themselves. To guide these enthusiasts, Dove has launched the Real Beauty Prompt Guidelines, offering inclusive language tips for popular AI programs like Midjourney and DALL-E.

Despite some progress in expanding beauty definitions since 2004, Dove stresses that there is still much work to be done. In collaboration with Edelman’s DXI division, Dove compiled a report titled “The Real State of Beauty.” The report, based on conversations with over 33,000 respondents and extensive surveys conducted in 20 countries, revealed that more than one in three women would be willing to sacrifice a year of their life to achieve their ideal appearance.

Editor's P/S:

Dove's commitment to authentic representation in advertising is a refreshing and necessary step towards challenging unrealistic beauty standards. By refusing to use AI-generated images in its campaigns, Dove is sending a powerful message that real beauty is diverse and inclusive, not airbrushed and unattainable. The "Code" ad campaign effectively demonstrates the dangers of AI in perpetuating harmful beauty ideals, while the Real Beauty Prompt Guidelines provide valuable guidance for using AI in a more responsible and empowering way.

Dove's concerns about the impact of AI on women's confidence are well-founded. In an era where online content is increasingly dominated by AI-generated images, it is crucial to ensure that these images reflect a diverse and realistic representation of beauty. The prediction that 90% of online content will be generated by AI by 2025 highlights the urgency of addressing this issue. By prioritizing real women and girls in its advertising, Dove is setting an example for other beauty brands to follow, promoting a healthier and more positive body image for everyone.