Complacent Marketing
AI Pitfalls : Human Error Or Tech Error ?
By Diana Obath
AI-generated images represent both a realm of imagination and a potential for deception . Numerous instances in the market have prompted brands and some agencies to reconsider their use of Generative AI , leading them to cancel out its usage as they carefully evaluate its role in the marketing plans . Over the past year , we ' ve witnessed brands giving AI too much control , an action that has led some of them into a crisis they were not well prepared to handle .
A report published by Ad Age reveals that businesses are now increasingly including AI safeguards into their contracts with advertising agencies . Their action stems from the possibility that generative technology could introduce intellectual property of another brand into ongoing product development or carry the creative direction of another brand that has developed its campaign using AI . Additionally , there are concerns about the potential unauthorized use of the company ’ s intellectual property to train AI models , this included images and videos that would ordinarily need to be referenced .
The report further states that these concerns have been brewing for some time prompting businesses to include clauses on use of AI or require full disclosure from agencies on the use of AI into their agency work . Some brands are all together taking a stance on a No AI policy forbidding the use of generative AI in crafting campaigns or stating that AI cannot be used in a piece of creative work at any point in the campaign without prior authorization .
If AI is used to mislead people , the responsibility lies with us human not the technology . It ' s crucial for us to acknowledge and take accountability for our involvement as human beings in utilizing AI as a tool . Any brand considering AI for their work must weigh the reward against the risk and be prepared to address accountability if something goes wrong .
Personal care brand Dove , owned by Unilever recently made an announcement declaring its commitment to never utilize AI-generated imagery to portray " real bodies " in its advertising . Instead , the company said it will continue to feature authentic photographs of women while also advocating for more diverse AIgenerated images based on prompts depicting beautiful women . Dove is the first beauty brand to make this commitment and has over the years raised global awareness around negative impacts of unrealistic beauty standards in the media .
Dove conducted a study to understand the state of beauty around the world , one that may have informed its stance . The findings revealed the evolving beauty standards , with an emphasis on inclusivity across gender , race , and body size . The study noted that there is an increasing concern around appearance-based ideals like " looking healthy ," " being slim ," and " having a small waist ," alongside the appreciation for curves .
The report also highlighted the impact of technology , particularly AI , predicting that by 2025 , 90 % of online content will be AI-generated . The report argues that this matters because one in three women feels pressure to alter their appearance based on what they see online , even when they know they are looking at AIgenerated images . While some women view AI as empowering , there is still a need for diverse representation in AIgenerated content .
NBC News in January 2024 reported that over 12,000 parents in the US had signed a petition urging TikTok to label AI-generated influencers who often show off AI-perfected faces and bodies in their content saying these images may contribute to unrealistic beauty standards and body dysmorphia for children and teenagers . The petition continues to gain momentum , with over 40,000 signatories as of now .
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