Beauty brand Dove recently announced It wouldn’t use artificial intelligence (AI)-generated models in its promoting campaigns. But is that this really an anti-AI stance or simply the marketing of “inclusive” and “realistic” AI-generated images? In other words, is Dove attempting to shape the wonder ideals that AI shows consumers, moderately than abandoning its use altogether?
Dove owner Unilever is considered one of the world's largest multinational fast-moving consumer goods firms. But the values of the brands the corporate owns vary dramatically, as Ben & Jerry's legal actions show filed against Unilever To object to its ice cream being “sold within the occupied Palestinian territories.” The lawsuit was settled and Ben & Jerry's was reportedly told by Unilever to “stop promoting”Drifting away in geopolitics“.
Tensions remain between the values of Unilever's own brands and people of Unilever itself actively uses AI in areas equivalent to product development.
For example, while Dove has criticized the usage of AI and computer-generated images (CGI) of humans, Dermalogica, one other Unilever-owned skincare brand, has used one virtual human model as a part of worker training. Accordingly, Dove's recent announcement and overall brand positioning have to be understood within the context of that of Unilever as an entire.
Attitude towards ideals of beauty
Dove was founded within the USA in 1957 and have become known for its “true beauty“Ethos within the twenty first century. The brand's effort challenge societal beauty standards These include campaigns that address ideals related to hair, skin, facial expression, and body shape and size.
In Dove’s own words: “We at all times feature women, never models“. Now Dove goes one step further and claiming that it’ll not use AI-generated images of individuals in its campaigns. But what does this mean, other than pithy headlines?
As a part of the Research I surveyed 400 people within the UK and US concerning the connection between marketing, social justice and digital culture. Responses highlighted concerns concerning the use of CGI and AI models in marketing.
Recent media coverage of Dove portrays its stance on AI as a continuation of its position on the wonder and variety of real people. However, alongside Dove's statements about AI models, there are also details about what the corporate has created to make sure “inclusive” use to support AI. So does Dove swear by AI? Or is it making a strategic decision to exclude AI images of individuals from its campaigns and position itself as a frontrunner of supposedly “inclusive” approaches?
Commenting on how AI images can reinforce harmful beauty ideals, the brand released a brief film, “The Code,” as a part of the Dove Self-Esteem Project, reflecting the ways wherein brands are implicated contemporary ideas concerning the self-confidence of women and girls.
Published on YouTube channel Dove US, the film is accompanied by text saying that “in an era where 90% of content is anticipated to be AI-generated by 2025,” Dove’s “message still stands: Hold “Beauty real.” One in three women feel pressured to vary their appearance due to what they see online, even in the event that they know the photographs are fake or AI-generated.”
But Dove’s website highlights this Real Beauty Prompt Playbook, created to expand the representation of individuals and sweetness in images generated by AI tools. Does Dove’s playbook conflict with its “vow to real beauty” and commitment to keep away from AI? Probably yes.
The playbook was created “to assist set latest digital standards of representation” and features a glossary to enable “inclusive prompts and realistic AI imaging.” Contrary to claims that the brand is taking a stand against AI, Dove's playbook suggests that the corporate could also be actively contributing to the AI landscape, including by establishing itself as an authority on what constitutes an “inclusive” and “realistic” AI imaging in the wonder industry.
In fact, Dove is considered one of many brands owned by Unilever, a parent company that’s controversially said to have cultivated one Sense of corporate awarenessbut something is open conditions that it “uses AI to optimize our portfolio and drive growth.” Not surprisingly, Dove's position on AI could also be far less critical than headlines like “Dove is in a brand new campaign against AI” would suggest.
Dove's decision to not feature AI models in its media, but moderately to create a playbook to facilitate certain AI approaches, could amount to a contradictory message. It also doesn't address the actual fact that the harmful use of AI goes beyond the content of media representations.
Ultimately, Dove's position seems to deal with “inclusive” approaches to AI and confronting ideas about self-esteem, moderately than addressing the structurally oppressive effects of AI, from its role in policing people and places to its impact on Work and dealing conditions.
In Dove's own words: “The potential of AI is causing each excitement and concern, particularly relating to beauty.” Despite what some headlines might suggest, the brand is just not anti-AI. Rather, it continues its “true beauty” message in a way that each praises and criticizes the potential uses of AI.
