Artificial Intelligence and female-focused advertising. Dove: A case study

Abstract

This paper critically examines the evolving landscape of advertising by contrasting classical scholarship with emerging trends, particularly the role of artificial intelligence in reshaping women's self-perception and self-esteem through media and social networks. Through a comparative analysis, three key spheres emerge: aesthetic, legal, and ethical. The aesthetic sphere reveals a paradigm shift in beauty standards, driven by hyper-real imagery and the relentless promotion of products promising self-enhancement. The legal sphere interrogates the fine line between advertising and deception, exposing how beauty-centric marketing perpetuates the illusion that happiness is attainable through appearance alone. The ethical sphere highlights the troubling dichotomy of adultification and infantilization, both of which fuel an unrealistic, unattainable beauty ideal that disproportionately impacts women and girls. Findings from this analysis, including the Dove case study, underscore how deep-rooted prejudices, stigmas, and stereotypes persist despite diversity and inclusion initiatives. While artificial intelligence appears to neutralize these biases on the surface, it ultimately reinforces them, prioritizing aesthetic appeal over authentic self-worth. This phenomenon aligns with a broader culture of utilitarian hedonism, where self-esteem is commodified, and beauty remains a powerful yet elusive currency.

As a result, generative AI does not recognize members of society who do not have the resources or time to be part of the AI learning process. As a consequence, the sources of information are reduced, those who do not participate in the technological advances are made invisible and gaps are established into more inequalities in society.