Dove celebrates 20 years of its iconic “Real Beauty” campaign with a bold move: rejecting AI-generated models in its advertising. This isn’t just a celebration; it’s a declaration.
The new campaign, “The Code,” exposes the limitations of current AI tools. Women enter prompts like “a gorgeous woman” and are met with unrealistic, cartoonish results. Dove then flips the script, showcasing the power of AI for good – a diverse array of real women brought to life.
Dove isn’t just criticizing the problem; they’re offering a solution. The “Real Beauty Prompt Guidelines” empower users to create inclusive images with AI. Partnering with celebrities like Reba McEntire and Marsai Martin, Dove is spreading awareness about the importance of real beauty representations.
They acknowledge AI as a potential threat, similar to the airbrushed imagery they’ve fought against for years. Their ad uses a haunting rendition of “Pure Imagination” to illustrate the danger of AI perpetuating unrealistic beauty standards.
Dove stands out by refusing to use AI-generated models. They understand the negative impact unrealistic online content can have, citing a survey where 90% of women reported exposure to harmful beauty standards. Dove believes AI could exacerbate this issue.
“We decide what real beauty looks like,” declares Alessandro Manfredi, CMO of Dove. Their commitment goes beyond this pledge – they aim to make beauty a source of confidence, not anxiety.
Dove recognizes the growing interest in AI tools like ChatGPT. Their research reveals that a significant portion of women and girls find the idea of using AI to explore different versions of themselves appealing. Dove’s “Real Beauty Prompt Guidelines” offer a responsible path forward, providing inclusive language for popular AI programs.
Dove acknowledges progress in beauty representation, but the fight is far from over. Their report, “The Real State of Beauty,” reveals a troubling truth: over a third of women would trade a year of their life for their ideal appearance. Dove is committed to changing that narrative.