For over 20 years, Dove’s Actual Magnificence marketing campaign has impressed a worldwide dialog about magnificence requirements, selling vanity and physique confidence throughout international cultures. You’ll all the time catch a glimpse of the long-lasting legacy marketing campaign, whether or not you’re in Dubai’s dazzling Marina district or London’s Piccadilly Circus—Actual Magnificence is in all places in our advertising arenas—and for good motive.
This week, the model received the distinguished Grand Prix within the Media Lions class at Cannes for its newest Actual Magnificence marketing campaign, celebrating and facilitating a extra inclusive imaginative and prescient of magnificence within the AI age of distortion and perfection.
Dove’s Actual Magnificence marketing campaign reimagined for the AI age
Dove’s viral “Evolution” advert was the turning level that introduced the Actual Magnificence marketing campaign into the worldwide highlight, remodeling Dove’s message into a robust cultural assertion about magnificence and authenticity. The quick movie highlighted how trendy media typically constructs unrealistic magnificence beliefs by the usage of make-up, styling and in depth digital manipulation.
Now, Dove reimagined its 21-year-old marketing campaign, anchoring the idea within the new challenges posed by deepfake imagery and generative AI within the modern-day.
The movie, “Actual Magnificence Redefined for the AI Period,” has garnered over 4 billion impressions on-line since its debut final 12 months, immersing audiences within the unsettling realities that such applied sciences can create. Generative AI and deepfake imagery steadily produce hyperidealized variations of magnificence which are so closely perfected, they verge on the uncanny and inhuman.
Dove’s viral movie solid an necessary highlight on this fast rise of AI-generated content material and its rising affect in distorting consultant and genuine magnificence requirements. Set to the comfortable strains of “Pure Creativeness,” the function opens with a startling prediction: “By 2025, AI will generate 90% of on-line content material.”
The movie exhibits a number of iterations of how AI engines have begun to redefine the idea of “actual magnificence,” alongside information studies documenting the pattern of ladies utilizing generative AI instruments to change and recreate synthetic variations of themselves. By highly effective storytelling, Dove challenges viewers to query the evolving definition of magnificence in an more and more artificial digital world.
Dove prompts AI to problem magnificence biases and redefine requirements
Generative AI fashions, equivalent to these used for creating pictures or textual content, study patterns from huge datasets throughout their coaching part. These datasets typically replicate current cultural biases or slim concepts about ideas like magnificence as a result of they’re primarily based on real-world knowledge gathered from the web, media and different sources.
Alongside its revitalized marketing campaign, Dove started utilizing prompts equivalent to “in keeping with the Dove Actual Magnificence Marketing campaign” in AI picture mills—discovering that it inspired extra inclusive visible outputs. That led the model to associate with Pinterest to debut an AI-driven function that now permits girls to create magnificence requirements that replicate their very own identities.
Dove additionally launched a Immediate Playbook to assist customers with their creations utilizing the Actual Magnificence plug-in. The information contains sensible suggestions for producing pictures throughout main generative AI packages, together with a glossary designed to encourage extra inclusive prompting.
Dove and Pinterest are retraining AI to rejoice what magnificence means to you
The function permits customers to create personalised shareable movies and pictures and concurrently helps retrain Pinterest’s AI algorithm. Guests can dive into an infinite gallery crammed with actual folks, awe-inspiring landscapes, wealthy cultural moments and expressions of happiness, selecting pictures that align with their particular person magnificence beliefs to craft a novel visible story.
Pinterest has additionally been by itself journey to facilitate a extra inclusive platform within the age of generative AI. The platform has invested in new progressive applied sciences and enhanced search features that permit customers to filter outcomes by varied physique sizes and styles, selling larger illustration of various physiques and identities.
In an age the place AI threatens to distort magnificence requirements, Dove reaffirms its unwavering dedication to authenticity—refusing to control girls’s pictures with synthetic know-how and persevering with its mission to rejoice actual magnificence and empower girls worldwide.
Picture by insta_photos/Shutterstock
