Everyone in marketing is talking about how AI will be either the great equalizer or destroyer for the profession. But as Uncle Ben said, “with great power, comes great responsibility” — and I am so inspired by how Dove has addressed the role of AI in marketing as part of its Real Beauty campaign. It’s such an authentic extension to what was already a groundbreaking campaign, continuing to keep the work meaningful and socially relevant in a way that’s more important than ever before.
Dove has been at the forefront of marketing with this transformative campaign, challenging societal norms, media portrayals, and industry standards to redefine what it means to be beautiful. From urging the beauty industry to widen its representation to advocating for transparency in digital manipulation, Dove has been a catalyst for change.
The rise of artificial intelligence presents a new frontier in the battle for real beauty. In response to the growing influence of AI, Dove has introduced the Real Beauty Prompt Guidelines, offering practical guidance for creating more representative images in AI-generated content. The brand’s latest campaign, “The Dove Code,” reflects on the impact of AI on beauty perceptions, advocating for women to reclaim the power to define beauty on their own terms.
As marketers, AI can be a revolutionary tool to help us all do our jobs better and faster. But beyond just allowing us to more quickly and affordably deliver for our clients, we should all follow Dove’s lead in not only thinking about the ethical use of AI, but also in taking responsibility to contribute to the positive enhancement of the technology through honest, intelligent, and authentic use and training.
At its most primitive level, AI is still human-enabled, and the age-old tech concept of “garbage in, garbage out” still holds true. Whether you see it as an opportunity for to expand human potential or man’s ultimate undoing (or somewhere in between), AI’s intrinsic learning abilities will be shaped by each of us who uses it. So, let’s all take a page from Dove’s playbook and ensure that as marketers, our interactions with AI will help drive its potential to uplift humanity, rather than encouraging its basest elements.
Dove’s commitment to authenticity and ethical AI use sets a powerful example for the marketing industry. By championing real beauty and promoting responsible AI practices, Dove shows us that technology can be used to empower and inspire, rather than distort and pressure. As we navigate this digital age, let’s strive to harness AI’s potential for good, ensuring that it remains a tool for positive change and inclusivity in our industry and beyond.
