Dive Brief:
1. Dove has promised not to utilize artificial intelligence (AI) in depicting women in its advertising and communications as part of its enduring Real Beauty initiative, marking its 20th anniversary this year, as per a press statement.
2. In a fresh advertising initiative titled "The Code," a poignant rendition of "Pure Imagination," the iconic song from "Willy Wonka & the Chocolate Factory," serves as the backdrop. Women input prompts into AI image generators to explore perceptions of beauty, only to be met with unattainable outcomes. The footage proceeds to unveil Dove's perspective on the potential of such technology, showcasing a varied representation of women.
3. The brand under Unilever's ownership has introduced a series of Real Beauty Prompt Guidelines, designed to assist users of generative AI in crafting images that are more inclusive. Additionally, the brand has enlisted the support of celebrity advocates such as Reba McEntire, Drew Barrymore, Beanie Feldstein, and Marsai Martin to promote awareness.
Dive Insight:
Dove characterizes AI as one of the "greatest risks" to depicting genuine beauty in its announcement, establishing a distinction between the burgeoning technology and the digitally altered imagery it has opposed since the inception of its iconic messaging platform twenty years ago. A recent advertisement vividly portrays the potential harmfulness of current AI tools, depicting women seated in dimly lit rooms witnessing text prompts like "a stunning woman" and "flawless skin" yielding exaggeratedly perfect results, accompanied by a melancholic rendition of "Pure Imagination."
All the AI-generated images showcased in the commercial were created using authentic generative AI tools, according to the company. Soko, an independent agency based in Brazil, spearheaded the global marketing campaign. Media.Monks managed the Real Beauty Prompt Guidelines, as well as the social and digital out-of-home components.
Dove seeks to distinguish itself from certain beauty rivals by pledging to abstain from using AI-generated models instead of real women in its future advertising endeavors. The enduring Unilever brand fears that AI could exacerbate the internet's already detrimental impact on confidence, with nine out of ten women and girls surveyed by the brand admitting to encountering harmful beauty content online.
Both the press release and "The Code" advertisement also make reference to a projection indicating that 90% of online content will be AI-generated by 2025. A spokesperson for Dove attributed this statistic to author Nina Schick, who shared AI forecasts during a CES panel discussion in 2023. At the time, Schick suggested that by 2025, at least 90% of online content could be partially created using AI.
"At Dove, we envision a future where women have the authority to define and proclaim what genuine beauty truly entails — without reliance on algorithms. As we navigate through the possibilities and obstacles posed by new and emerging technologies, we remain steadfast in our commitment to safeguard, celebrate, and advocate for Real Beauty," stated Alessandro Manfredi, Dove's Chief Marketing Officer, in a declaration. "Vowing to abstain from utilizing AI in our communications is merely one stride. Our mission persists until beauty becomes a source of joy, not apprehension, for every woman and girl."
Simultaneously, Dove acknowledged the increasing challenge of overlooking the adoption of generative AI, especially amid a surge in interest in software such as ChatGPT. An internal analysis disclosed that 24% of American women and 41% of American girls believe that leveraging AI to generate diverse versions of themselves could be empowering. Dove aspires to guide these enthusiasts in the right direction with the introduction of Real Beauty Prompt Guidelines, offering inclusive language to optimize popular generative AI platforms like Midjourney and DALL-E.
While Dove acknowledged some advancements in broadening the definitions of beauty since 2004, it stressed that there remains much ground to cover. In collaboration with Edelman's DXI division, the marketer compiled a report titled "The Real State of Beauty," which unveiled that more than one in three women would sacrifice a year of their life to attain their ideal appearance. Researchers engaged with over 33,000 participants, conducting extensive surveys across 20 countries.
Clarification: This story has been updated with additional context about the agencies behind Dove’s “The Code” campaign.
