Pixel-perfect: How is AI shaping our beauty standards

I recently came across Dove ’s ‘The Code’ campaign, a powerful extension of their ‘Real Beauty’ initiative, which sheds light on the impact of AI on beauty standards. Although I may be a little late to the party, this campaign is too significant to overlook. For those unfamiliar with the campaign, I’ve attached the video and strongly encourage you to watch it.

‘The Code’ critiques how generative-AI distorts beauty standards by showing women inputting prompts into AI image generators (using real generative AI tools might I add!) on what beauty “should” look like, only to be met with a series of unrealistic images. Dove contrasts this, showcasing what generative-AI could look like if it embraced true diversity, presenting a wide range of women in all their authenticity, pledging never to use AI generated images in their communications.

This campaign hits on a bigger question for marketers: How should we be using AI in our work? AI is everywhere these days, making content creation faster, more topical and sometimes more engaging, but we have to ask – are we fully aware of its consequences? Especially in industries like beauty, where what we promote can have a profound impact on how people see themselves, we risk perpetuating harmful, unattainable ideals. Sure, AI can be an incredible tool, but when it starts dictating beauty norms, we might be losing authenticity and diversity that audiences are craving.

Take the rise of AI influencers like Lil Miquela and Emily Pellegrini. These virtual influencers, virtually indistinguishable to real people, are algorithmically designed to meet male desires, be marketable and controversy free. From a business perspective, they’re an attractive option in influencer marketing – no human imperfection, no scandals, no scheduling conflicts. But this raises a crucial question: are we promoting a new kind of perfectionism, and what does this mean for real influencers, especially those in marginalised communities?

A Refinery29 article by Humeara Mohamed , recently noted that AI-generated images often miss the mark when it comes to representing true diversity. These images tend to tick the diversity box without actually reflecting real features of people of colour, often defaulting to Eurocentric beauty ideals. This not only undermines efforts to promote inclusivity, but it also raises the uncomfortable question: If we’re relying on AI to represent diverse and authentic people, are we really moving forward, or are we reinforcing the same problematic standards with a new technology?

That’s the crux of what Dove is tackling with ‘The Code’ and previous campaigns 'Turn Your Back.' By refusing to use AI generated images, they’re making a statement that goes beyond marketing: it’s about ethical responsibility. And it comes at a time when consumers are more attuned to issues of authenticity, representation, and transparency than ever before. In a world where trust in brands is key, Dove’s approach feels like a smart long-term play. This campaign opens up a crucial conversation. Is AI an exciting innovation, or does it risk setting us back in terms of representation and authenticity? It’s not just about embracing the latest technology – it’s about using it in a way that stays true to the values we stand for. As AI becomes more embedded in the industry, we need to ensure it serves our goals responsibly, fostering inclusivity and real representation, rather than taking us further away from it.

What do you think? Is AI a tool for innovation, or does it carry too many risks? And how should we as marketers ensure it’s used ethically and responsibly? Let’s keep the conversation going.