Partnership seeks to re-educate beauty algorithms for a more inclusive female representation.
Completing 20 years of campaigns that celebrate and highlight real beauty, Dove announces Heloisy Pereira Rodrigues as Dove Ambassador for Real Beauty in Artificial Intelligence. The initiative marks a new chapter in this legacy, as, according to research, by 2025 90% of online content will be generated by AI.
The first woman to graduate in Artificial Intelligence in Latin America, Heloisy, 24, will work with the brand to retrain AI algorithms to build future beauty standards, following the Dove Code. With this partnership, Dove’s 20-year commitment to only portraying real women in its communications materializes in a more comprehensive way, offering a glimpse into the future of beauty.
The main objective is for the ambassador to work in the educational structure on the topic, combating existing social biases regarding the representation of women, and leading initiatives to make these technologies more diverse and inclusive. As a spokesperson for Dove, her activities include: participating in lectures and events on the use of Artificial Intelligence in image generation; producing content; acting on social media on the topic, promoting reflections inside and outside the platforms; in addition to developing projects with the brand dedicated to encouraging other women to specialize in AI.
“Being at the forefront of this project designed by Dove is a professional and personal achievement. Ever since I started working on Artificial Intelligence projects, while still in college, I realized how important it is to have more women present, and how essential it is for us to prove that AI can be a fair tool in our daily lives, positively influencing behaviors and patterns. And this awareness needs to happen now. After all, the future is now,” says Heloisy Pereira Rodrigues.
Dove Brazil’s Marketing Director, Andreza Graner, says that the brand has always been committed to making beauty a source of confidence and not anxiety.
“With the hiring of Heloisy, Dove renews this commitment, now looking to the future and all the tools that make up these new times, such as Artificial Intelligence. We seek to propose a scenario in which these women have more visibility and are in charge of these tools, just like Heloisy, correctly educating the algorithms and ensuring more diverse and inclusive results”, shares Andreza.
According to her, having the Dove ambassador for Real Beauty in AI allows the brand to democratize the subject on social media, “generating conversations and questions that are essential for this movement to gain even more strength, so that new generations always feel represented, mitigating the demand for unrealistic standards”.
The Dove Code: 20 Years of Dove for Real Beauty
In 2004, Dove changed the beauty industry with the launch of the Real Beauty Campaign, which responded to a challenge: to portray beauty in a real and diverse way in advertising campaigns, in contrast to stereotypes of standardized bodies. This campaign became a milestone in the transformation of the brand’s communication, with Dove’s Real Beauty Pledge, a long-term mission to represent real women in its communications instead of models who reinforce unattainable standards. This commitment seeks to contribute to promoting body confidence and self-esteem in young women and adults to this day.
Twenty years later, Dove launched the Dove Code, a universal code capable of automatically changing the bias of unrealistic beauty in artificial intelligence, in addition to bringing a much broader spectrum of diversity, reality and authenticity in the representation of women. When searching in AI-generated image tools for concepts such as “a beautiful woman”, “perfect skin” or “a confident woman”, the search will most likely result in women with very standardized and stereotypical bodies and characteristics. But when performing the search adding “according to a Dove For Real Beauty campaign”, the results will be very different: women of different races, ethnicities, bodies, skins and hair. With the Dove Code, diversity and real beauty are presented by artificial intelligence.
With the Dove Code, the brand also presented a new study on beauty around the world, seeking to understand how adult and young women perceive the topic and how this impacts their self-esteem today. The data shows that almost 87% of adult women and 88% of young women (in Brazil, 95% and 92%, respectively) report that they have been exposed to toxic beauty content online, and that 1 in 3 women (in Brazil, 1 in 2 women and girls) feel pressured to change their appearance because of what they see on social media, even knowing that these images are manipulated. It is estimated that by 2025, around 90% of online content will be created by artificial intelligence. Aware that the indiscriminate use of this technology is further perpetuating unrealistic standards and a lack of diversity, Dove renews its commitment to real beauty, pledging to never use digitally generated beauty images to represent women in its communications.
*Cover photo: Disclosure/Dove
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