Dove is renewing its vows to protect real beauty—committing to never using artificial intelligence (AI) to represent real women in its ads.

In its 2024 The Real State of Beauty: a global report, Dove found that two-in-five would give up a year of their life to achieve an ideal look or body. The study showed that while beauty ideals have diversified over the years, the checklist is growing and impossible to meet—from looking healthy (79%) to also being slim (71%), having a small waist (66%) while also being curvy (55%). Two in three women believe that women today are expected to be more physically attractive than their mother’s generation was.

Dove claims one of the biggest threats to the representation of real beauty is artificial intelligence as it has found that almost nine in 10 women and girls say they have been exposed to harmful beauty content online. With 90% of the content online predicted to be AI-generated by 2025, the rise of AI is a threat to women’s wellbeing: nearly half feel pressure to alter their appearance because of what they see online, even when they know it’s fake or AI generated.

“At Dove, we seek a future in which women get to decide and declare what real beauty looks like—not algorithms,” said  Alessandro Manfredi, chief marketing officer, Dove. “As we navigate the opportunities and challenges that come with new and emerging technology, we remain committed to protect, celebrate, and champion Real Beauty. Pledging to never use AI in our communications is just one step. We will not stop until beauty is a source of happiness, not anxiety, for every woman and girl.”

To help set new digital standards of representation, Dove will create the Real Beauty Prompt Guidelines, easy-to-use guidance for everyone on how to create images that are representative of Real Beauty on the most popular generative AI programs. In addition, Dove’s new campaign, the Code, will reflect the impact of AI on beauty and demonstrates the impact real beauty has made to change beauty for the better.

Watch the video below to learn more about the Code.