Dove pledges not to use AI in communications, spurring marketers to think about AI and ‘brand ethos’

As generative AI continues to evolve, marketers are faced with a choice: Does using the technology in marketing and advertising make sense for their brands? And if it does, then how do they go about doing so?

Using AI in that way doesn’t make sense for all marketers, of course, which is why it’s not surprising to see Dove come out this week with a statement that the beauty brand, known for its now 20-year-old Real Beauty campaign, does not plan on using the tech in its advertising.

“As we navigate the opportunities and challenges that come with new and emerging technology, we remain committed to protect, celebrate and champion Real Beauty,” Alessandro Manfredi, chief marketing officer for Dove, said in the brand’s release on the announcement. (Dove’s PR noted that Manfredi and other Dove executives were unavailable for interviews.) “Pledging to never use AI in our communications is just one step. We will not stop until beauty is a source of happiness, not anxiety, for every woman and girl,” Manfredi added.

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