Dove just made the best AI-related ad yet

When Dove launched its “Evolution” commercial in 2006, it went viral almost immediately. The spot showed a time-lapsed inside look at how an image goes from photograph to beauty ad—and all the digital manipulation in between. It was one of the first truly viral ads of the digital era, and a perfect extension of the brand’s then-2-year-old “Campaign for Real Beauty.”

This week, the Unilever-owned brand marked the 20th anniversary of “Real Beauty” by making another, updated statement on digital manipulation. “The Code” highlights the negative impact of AI tools on the definition of beauty and the self-image of women and girls. Then it shows how generative AI interprets these same prompts when the brand adds “according to Dove Real Beauty Ad,” revealing more realistic and diverse images. It ends with Dove pledging to never use AI to create or distort women’s images.

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