
Beauty in the age of Artificial Intelligence: Dove's “The Code” campaign
A few months ago, Dove launched the “The Code” campaign to celebrate the 20th anniversary of its famous “Real Beauty” initiative. The company, dedicated to promoting authentic beauty, opposes the use of artificial intelligence to manipulate the appearance of women in its advertisements, as AI-generated images can reinforce unattainable beauty standards and harm self-esteem, according to research across 20 countries. Through “The Code,” Dove promotes transparency and diversity, educating people on critically using AI to represent true beauty.
Research commissioned by Dove, involving 33,000 participants across 20 countries, reveals that 70% of respondents believe women should appear healthy and 66% believe they should be skinny. Concerningly, the data shows that 1 in 4 Italian women would sacrifice a year of their life to achieve their beauty ideal. According to the campaign, 33% of women surveyed feel the need to change their appearance after seeing AI-generated images.
To counteract this trend, Dove has created a downloadable guide promoting the creation of AI-generated images that represent genuine beauty. “The Code” campaign features an advertisement highlighting the contrast between AI-generated beauty images and those endorsed by Dove, emphasizing the importance of real beauty.
Additionally, in collaboration with the Ministry of Education, Dove promotes school initiatives for responsible use of digital tools. Singer Francesca Michielin, ambassador of the campaign, underscores the importance of celebrating diversity and uniqueness in a digital world.
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