Dove Takes on AI with Updated Real Beauty Campaign

What does beauty look like in the age of AI?

That’s the central question Dove is working to tackle with an update to its Real Beauty campaign.

Twenty years ago, Dove launched its Real Beauty campaign. The initiative celebrated body types not typically seen in the beauty industry and pushed back against altered photos.

Today, Dove has updated the campaign to focus on beauty and artificial intelligence.

The updated #KeepBeautyReal campaign – dubbed “The Code” — follows a lot of the same tactics that defined the success of the initial Real Beauty campaign. That includes a survey documenting how the beauty industry has changed in the last 20 years and where more progress is needed.

It also makes a big proclamation: becoming the first beauty brand to commit to never using AI in place of real people in its advertising.

Stunning Content Marketing

Dove is supporting this commitment with the Real Beauty Prompt Playbook. It’s an in-depth look at how AI works and how its use is poised to shape Dove’s industry.

In truth, it’s a powerful piece of content marketing for anyone looking to better understand AI, prompts and the ethical concerns that come with this new technology. It includes detailed information, guiding questions, a glossary and best practices.

Dove’s campaign highlights this stat: By 2025, 90% of content is predicted to be AI-generated.