6 brands taking a stand against AI content

Survey today’s consumers, and you’re likely to find split opinions regarding the applications and prominence of AI. Many herald AI technology for its efficiencies and innovation, while others raise concerns about job displacement and the erosion of human creativity. 

Many others hold a more nuanced view: AI can be a powerful tool for specific purposes (like automating repetitive tasks), but human hands should do things like art and storytelling.

Amid the debate, a growing number of brands prioritize human creativity and representation, drawing a line in the sand regarding AI.

AI backlash and recent blunders

Wherever you land on this spectrum, it’s evident that AI is controversial with consumers. Consider the backlash Duolingo, a popular language-learning app, faced after its CEO declared the company to be “AI first” — a statement many users saw as a tone-deaf dismissal of human labor, especially following recent layoffs of contract translators.

Another example is the fashion brand Selkie. The brand’s usually loyal fanbase was loudly critical of AI’s use in designing its Valentine’s Day collection. Customers and artists accused Selkie of devaluing human creativity and cheapening the design process. 

These incidents and others like them indicate a deepening skepticism toward AI in general and brands’ use in particular. Especially when it costs people their jobs and encroaches on the work of artists, writers and creatives. 

Dig deeper: Balancing the human-to-AI mix in B2B marketing

As consumers voice their concerns, some brands are taking a stand against AI.

1. Dove

Dove was one of the first major beauty brands to take a stand against AI and how it generates images perpetuating stereotypical and unrealistic beauty standards. In April 2024, the company launched “Campaign for Real Beauty,” pledging to never use advertising with AI-generated women and continuing its commitment to authentic, diverse representation. 

Dove cited research showing that nine out of 10 women and girls encounter harmful beauty content online, with one in three feeling pressured to alter their appearance because of it.

Generative AI responds to any request with answers based on the mathematical average of the data it has. So, the images it generates of women reflect a standard of beauty (thin, white, able-bodied, etc.) created by and for men. It is devoid of women’s diversity and character.

To fight that, Dove launched the Real Beauty Prompt Playbook, a free tool that helps people and brands that use AI create images widen the representation of beauty.

2. Unsplash

Unsplash is a stock image and video site that primarily sources its content from photographers, artists and illustrators. Its submission guidelines are very clear about not accepting AI-generated content. 

The policy applies to photographs and illustrations, ensuring people create all the content. In this way, Unsplash aims to maintain the authenticity and originality of its content and support photographers and artists. 

3. Nintendo

Many consumers will be surprised to learn that gaming giant Nintendo opposes AI-generated content.

Nintendo’s president, Shuntaro Furukawa, said, “While we are open to utilizing technological developments, we will work to continue delivering value that is unique to Nintendo and cannot be created by technology alone.” 

The brand fiercely protects its intellectual property and prioritizes human creators’ work over machine-generated. That commitment to authenticity may set it apart from competitors who are increasingly embracing AI.

Dig deeper: Marketers have lots of AI but not enough direction

4. Cadbury

Some brands are taking a more humorous approach to their anti-AI agenda. Cadbury’s “Make AI Mediocre Again” (M.A.M.A) campaign is a witty critique of AI’s ubiquity. It depicts a worker growing increasingly jaded amid a relentless barrage of nonsensical code and auto-generated web pages. The punchline is that AI gives you more time to enjoy your delicious Take 5 candy bar. 

5. PosterSpy

PosterSpy is an online poster art community that gives visibility to small artists. In a blog post titled “Before You Use AI For Anything, Ask Yourself This…,” founder Jack Woodhams asks corporations to consider whether they could employ a human artist instead of AI. He calls out successful brands like Wacom and Wizards of the Coast, which both faced backlash for using AI-generated images in their marketing. 

Woodhams argues that while AI may be cost-effective, it often comes at the expense of real artists who rely on commissions to earn a living. PosterSpy intends to keep its website as a haven for human talent. 

6. Thinx

Similar to Dove, women’s shapewear brand Thinx points out that AI-generated depictions of women often reflect a bias against women’s health and bodies. 

A recent ad shows how a prompt to create an image depicting “menstruation” results in an AI-generated image clouded in shame. Unfortunately, AI is reflecting the real world, where ads have long portrayed menstruation as a shameful experience hidden under euphemisms or depressing, bizarre imagery, like blue dots representing menstrual bleeding.