Cosmetic brands are pushing back against the trend of using artificial intelligence (AI) to create idealized human characters, aiming to avoid adding pressure on their customers. Some companies emphasize the irreplaceable “artistic soul” attributed to humans. Despite this, AI is still embraced to give employees more time for creative pursuits.
AI’s applications are vast and rapidly expanding. From data analysis and product positioning to generating posts, and images, and even shooting music videos and commercials, AI tools have become integral in various domains. More than a year and a half since ChatGPT’s launch, generative AI has captivated marketers. Despite comparisons to past technology bubbles, corporate interest in AI continues to grow.
“Digital advertising will be driven by AI even faster than before,” says Grzegorz Liputa, COO and co-founder of ZnajdźReklamę.pl, highlighting how AI enables real-time personalization of advertising content.
The swift improvement of GenAI tools, capable of producing realistic images, raises ethical concerns. Liputa stresses the inherent biases in AI, rooted in the datasets and language used to train models.
This awareness is causing a shift in some marketing teams’ perceptions of generative AI. While not abandoning AI, brands like Dove are focusing on its potential dangers. In its latest campaign, Dove announced it would not use AI to create human images, spotlighting the unrealistic beauty standards these images promote. Dove’s survey found that one in three women felt pressured to change their appearance by online content, authentic or AI-generated. The campaign echoes Dove’s previous efforts against unrealistic beauty standards, such as their stance on TikTok’s Bold Glamour filter.
Firdaous El Honsali, Dove’s vice president, clarifies that they are not against AI but advocate for its positive use: “AI can be a tool for positivity and creativity,” she asserts. The key lies in creating guidelines for generating diverse and inclusive images.
Liputa emphasizes the role of AI as an enhancer, not a replacer, of human creativity. He advocates for the motto “use and verify” for organizations leveraging AI.
Other brands share this cautious approach. L’Oréal, for example, prohibits AI-generated representations of human hair and skin tones but uses AI to personalize the shopping experience. LEGO, valuing the “artistic soul,” uses AI for internal processes but relies solely on human artists for brand-related content. H&M doesn’t use AI for marketing but allows customers to generate AI art on clothes, aligning with their sustainability goals.
AI’s limitations in understanding human emotions and cultural context present challenges, especially in marketing. Legal issues also arise from AI-generated faces created by combining existing images.
However, AI remains a valuable tool, particularly for tasks requiring repetitive actions or detailed data analysis. Bartosz Ferenc, CEO of Sembot.com, describes how AI supports companies by handling mundane tasks, allowing marketers to focus on creating emotional connections.
Studies show that emotional connections significantly impact consumer behaviour. Ipsos found that 72% of consumers feel emotionally connected to brands they interact with, and Accenture reports that 83% prefer human contact over digital service channels. Authenticity, as noted by Deloitte and PwC, is crucial for consumer trust and engagement.
Ferenc concludes that while AI will become ubiquitous and affordable, the brands that humanize AI and build emotional connections will succeed in the competitive landscape. “AI must be seen as reliable and trustworthy, with a human touch,” he asserts.