As generative AI continues to evolve, marketers are faced with a choice. Does it make sense for brands to use technology in marketing and advertising? If so, how do they do it?
Of course, using AI in such a way doesn't make sense for every marketer, but that's why Dove, the beauty brand known for its 20-year-old Real Beauty campaign, announced this week that its next It is not surprising that a statement like this was made. , we have no plans to use this technology for advertising.
“We remain committed to protecting, celebrating and championing authentic beauty, even as we navigate the opportunities and challenges that come with new technology,” said Alessandro Manfredi, Dove's chief marketing officer. said Alessandro Manfredi, Dove's chief marketing officer, in a brand release about the announcement. (A Dove spokesperson said Manfredi and other Dove executives were not available for interviews.) We will continue to stand still until beauty is a source of happiness, not fear, for all women and girls. No,” Manfredi added.
Agency executives say Dove's commitment to tackling the issue makes sense for the beauty giant, a move similar to the brand's stance on Photoshopping ads. That's what he thinks. For a brand that touts authenticity and realism as part of its identity, “it makes sense to also have conversations about how AI may or may not deliver on that promise,” says Carmichael of his creative shop. said Chief His Creative Officer Martysen. Lynch.
“We are confident that other companies will follow their lead and avoid AI, even if they don’t want to,” said Harris Wilkinson, chief creative officer at Marketing Arm. “Gen Z consumers cite authenticity as their most important value, which is why we’ve seen the rise of micro-influencers, lo-fi, casual content, and direct interaction with buyers. The appeal of innovations like undemanding AI-powered influencers is undeniable, but if brands claim authenticity, audiences will ultimately demand proof.”
It remains to be seen whether other brands will take a similar stance and commit to Dove on AI. Some brands, like Aerie and Target, made headlines in the 2010s by following Dove's lead and pledging to stop using Photoshop in their ads, but little has happened since then. .
“While Dove's announcement reflects a long-standing pledge by many brands to refrain from using Photoshop retouching in advertising, this bold stance has not yet become an industry standard, and a similar trajectory is likely for AI adoption.” “We expect it to be,” said David Velez, executive strategy director for Media. Remezcla Company. “Nonetheless, Dove’s move highlights an important lesson for marketers to customize their AI strategies to match their brand ethos. Strategizing your fit is key to bringing AI to marketing and content creation.”
As marketers consider the future direction of generative AI, they wonder whether the technology will add value to their brand, whether it will enhance or minimize their products and services, whether their customers are skeptical of AI, or You should consider whether your customers are AI enthusiasts. explained Byleth.
“The introduction of AI into brands will result in a variety of AI approaches, from campaigns that avoid AI altogether to campaigns that proudly proclaim ‘AI-enabled creativity,’” Velez said. “As AI continues to impact the advertising industry, brands must embrace this evolution strategically and ensure innovation aligns with their core values and resonates with their audiences.”
Some believe the pledge not to use AI in communications could pose a problem for Dove in the future if it decides to change course. Doing so could spark a backlash and create PR headaches, explained Mother USA communications director Ty Gates.
Jeff Rosenblum, co-CEO and founding partner of media shop Quetus, said Dove's efforts are “brand and strategy driven” and “absolutely ethical.” He said he believed that.
“That said, it would be disingenuous for all brands to promise never to use generative AI,” Rosenblum added. “AI will become a critical tool for any brand looking to tell its story quickly and strategically. Over the next few years, virtually every brand will use AI to scale and compete. It will prove necessary.”
Rosenblum added, “The ethical challenge for most brands is not whether to use AI, but how to use it. , must be used to create value. Must be used transparently and authentically. Equally important, brands and agencies' in-house teams must improve their work, not replace it. We need to empower them to use AI to do that.”
