AI spotlight: Cowboy Carter album art

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Dove: On an anti-AI mission
20 years ago, the personal care brand Dove unveiled their Real Beauty campaign. To mark the anniversary, the brand is doubling down on their mission to #KeepBeautyReal by taking a stand against bias in AI-generated images.

An Instagram Reel created by the brand Dove that bahrain b2b leads explains the unrealistic beauty expectations of AI generated images. In the caption, the company pledges to never use AI to distort their advertising.

In their latest video, a generative AI tool is prompted to create an image of a beautiful woman, and it unsurprisingly spits out a stereotypically flawless femme. But then, “in a Dove Real Beauty campaign” is added to the prompt—which expands the definition of “beautiful woman” to include different ages, backgrounds, races and lived experiences.

At the end of the video, the brand pledged never to use AI to create or distort people in their content, reiterating that real beauty is better than anything a computer could create.

In just a few hours, the video generated thousands of likes, hundreds of comments, and was picked up by news outlets like TODAY and Fox Business. This campaign drove brand awareness and reach among a new generation, while embodying the timely fears many people have about AI content.

The play: AI is a powerful tool for data analysis, customer care and workflow optimization. But it can also inadvertently create unrealistic beauty standards and expectations. When creating AI content, remember the ethical implications of what you’re doing and use AI thoughtfully when telling your brand’s story.

Beyoncé’s latest genre-defying album, Cowboy Carter, launched at the end of March. The buzz surrounding the album surpassed 12.2 billion impressions, 16 million engagements and 2 million unique conversations, according to Sprout listening data from March 12 to April 11, 2024. Though more culture-defining milestone than brand activation, the momentous drop has a surprising relationship to AI that marketers can learn from.