Dove’s latest ‘Real Beauty’ drive – and why AI will be harder to ditch than it thinks

<Dove’s latest ‘Real Beauty’ drive – and why AI will be harder to ditch than it thinks>

Dove’s Stance on Beauty Ideals

Beauty brand Dove recently announced it would not use models generated by artificial intelligence (AI) in its advertising campaigns. But is this really an anti-AI stance or merely the marketing of "inclusive" and "realistic" AI-generated images? In other words, is Dove attempting to shape the beauty ideals AI shows consumers, rather than ditching its use entirely?

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The Tensions between Unilever-owned Brands and the Company

Tensions remain between the values of Unilever-owned brands and those of Unilever itself, which actively uses AI in areas like product development. For example, although Dove has critiqued the use of AI and computer-generated imagery (CGI) of people, Dermalogica, another Unilever skincare brand, has used a virtual human model as part of its staff training. Therefore, Dove’s recent announcement and overall brand positioning must be understood as connected to Unilever’s as a whole.

The Dove Self-Esteem Project and the Use of AI

Established in the US in 1957, Dove became known for its "real beauty" ethos in the 21st century. The brand’s effort to challenge societal beauty standards include campaigns that address ideals related to hair, skin, facial features, and body shape and size. In Dove’s own words: "We always feature women, never models." Now, Dove is taking that position a step further by claiming it will not use AI-generated images of people in its campaigns. But beyond punchy headlines, what does this mean?

The Research and Survey

As part of the research on the relationship between marketing, social justice, and digital culture, I surveyed 400 people in the UK and US. Responses highlighted concerns about the use of CGI and AI models in marketing. Recent media coverage of Dove frames its stance on AI as a continuation of its position on the beauty and diversity of real people. However, sitting alongside Dove’s statements about AI models are details on what it has created to aid "inclusive" uses of AI. So is Dove swearing off AI? Or is it making a strategic decision to exclude AI imagery of people from its campaigns and position itself as a leader of supposedly "inclusive" approaches?

The Dove Real Beauty Prompt Playbook and AI

Dove has created a Real Beauty Prompt Playbook to help widen the representation of people and beauty in images generated by AI tools. The Playbook has been produced "to help set new digital standards of representation" and features a glossary to engender "inclusive prompting and realistic AI image generation". Contrasting with claims the brand is taking a stand against AI, Dove’s Playbook suggests that it may be actively contributing to the AI landscape, including by establishing itself as an authority on what constitutes "inclusive" and "realistic" AI image generation in the beauty business.

Conclusion

Dove’s decision not to feature AI models in its media, but to create a Playbook to facilitate certain AI approaches, might amount to a contradictory message. It also fails to tackle the fact that harmful uses of AI extend beyond the content of media representations. Ultimately, Dove’s position appears to focus on "inclusive" AI approaches and addressing ideas about self-esteem, rather than tackling AI’s structurally oppressive effects, from its role in the surveillance of people and places, to its impact on work and labor conditions.

FAQs

Q: What is Dove’s stance on AI-generated images in its advertising campaigns?
A: Dove has announced it will not use AI-generated images of people in its campaigns, but it is creating a Playbook to facilitate certain AI approaches.

Q: Why is Dove’s stance on AI being framed as anti-AI?
A: Dove’s decision not to feature AI models in its media, but to create a Playbook to facilitate certain AI approaches, might amount to a contradictory message.

Q: What is the Dove Real Beauty Prompt Playbook, and what is its purpose?
A: The Playbook is a guide to help widen the representation of people and beauty in images generated by AI tools, and to establish new digital standards of representation.

Q: Is Dove’s position on AI focused on "inclusive" AI approaches and addressing ideas about self-esteem?
A: Yes, Dove’s position appears to focus on "inclusive" AI approaches and addressing ideas about self-esteem, rather than tackling AI’s structurally oppressive effects.