In recent years, artificial intelligence (AI) has emerged as one of the most transformative forces in marketing. Its ability to personalize content, automate tasks, and create immersive experiences has made it a favorite tool for brands looking to engage their audiences on deeper, more individualized levels. However, as AI technology evolves, the ethical use of these tools has come under scrutiny.

While the rest of the LinkedIn world debates the pros and cons of the recent Coca-Cola AI Christmas ad, and Jaquar’s rebrand, two other campaigns have recently attracted my attention.

Qatar Airways and Dove Beauty, have navigated these AI ethical waters in different ways, offering unique insights into how AI can be used responsibly to benefit both the brand and its customers.

Qatar Airways: AI-Powered Personalization with a Human Touch

Qatar Airways’ recent “AI Adventure” campaign offers an innovative, AI-driven way to engage customers. At its core, the campaign invites users to upload their photos, which are then integrated into a personalized, cinematic, romantic storyline that places them in iconic travel destinations such as Doha, Tokyo, and London (giving me “Lost in Translation” vibes). This personalization gives the audience a chance to see themselves as part of the adventure, essentially making them the protagonist of the story.

The campaign uses AI to analyze uploaded images, seamlessly blending the user’s face into video clips, making it appear as though they are traveling the world, experiencing the same wonder and excitement as the characters. The resulting advertisements are strikingly immersive, creating a sense of emotional engagement and making users feel that the airline is genuinely speaking to them.

Marketing Takeaways from Qatar Airways:

  • Personalization and Engagement: At the heart of Qatar Airways’ AI Adventure is the ability to deliver highly personalized content that resonates with individual viewers. By allowing people to “star” in their own ad, the airline creates a unique experience that is far more engaging than traditional advertisements. This personalization trend is likely to continue as consumers increasingly demand tailored experiences.
  • Emotional Connection through Storytelling: By placing its audience at the center of the story, Qatar Airways taps into the power of storytelling to create a lasting emotional connection. The use of AI to seamlessly integrate the viewer into the narrative makes the experience feel more authentic, and by showcasing beautiful global destinations, the airline strengthens its aspirational brand image.
  • Ethical Considerations and Transparency: A key element of the campaign is its approach to data privacy. Qatar Airways commits that any uploaded photos will be deleted within 24 hours, offering reassurance that personal information is not being misused. This transparency is crucial for building trust, especially in an era when consumers are increasingly concerned about how their data is used.

So far, the campaign has generated significant buzz, particularly for its innovative use of AI. While detailed results, such as conversion rates or ROI, have yet to be fully disclosed, industry observers have noted the campaign’s ability to captivate younger, tech-savvy audiences who are attracted to both the personalization and the interactive elements of the experience. The campaign’s success lies in its ability to create a new form of advertisement—one that moves beyond a simple promotion of products to a fully immersive experience that positions Qatar Airways as a pioneer in AI-driven customer engagement.

Dove Beauty: Leading the Charge for Ethical AI Use

While Qatar Airways embraces AI to enhance customer interaction, Dove Beauty has taken a very different stance. The personal care brand, known for its commitment to inclusivity and body positivity, has drawn a hard line against the use of AI-generated images in its marketing, especially when it comes to altering or enhancing images of women. This ethical stance is embodied in Dove’s The Code campaign, which highlights the dangers of AI-generated beauty standards and sets out to promote the use of AI in a more responsible, inclusive way.

In a move that stands in stark contrast to many of its competitors, Dove has pledged never to use AI to manipulate or distort women’s appearances in advertisements. Instead, it has launched the Real Beauty Prompt Playbook (available on their website), a resource aimed at helping brands create AI-generated content that is more representative of real-world beauty. The playbook is designed to guide users in crafting AI prompts that prioritize diversity, authenticity, and inclusivity, ensuring that the images produced reflect a wide range of body types, skin tones, ages, and other attributes that are often overlooked in mainstream advertising.

Marketing Takeaways from Dove Beauty:

  • Brand Integrity and Consistency: Dove’s The Code campaign builds on its long-standing commitment to real beauty, which has been a central theme of its marketing for over two decades. The brand’s refusal to use AI to manipulate images aligns perfectly with its mission to promote authenticity and inclusivity. By maintaining this stance, Dove strengthens its connection with its audience, especially consumers who value transparency and honesty in advertising.
  • Advocating for Ethical AI Use: The Real Beauty Prompt Playbook is not just a marketing tool; it’s an educational resource that provides clear guidelines on how to use AI ethically. Dove’s initiative addresses a critical issue—AI’s potential to perpetuate unrealistic beauty standards—and provides a solution by encouraging the creation of more accurate, humanized images. The playbook is available for free to other brands, reinforcing Dove’s commitment to ethical AI use across the industry.
  • Empowering Women and Promoting Positive Change: At the core of Dove’s message is the belief that AI should be used to empower, not diminish, self-esteem. With AI-generated content set to dominate digital landscapes in the coming years, Dove is taking proactive steps to ensure that these technologies are used to celebrate, rather than distort, women’s beauty. The campaign has resonated deeply with audiences, particularly in a world where women are constantly bombarded with digitally altered images that shape their perceptions of themselves.

Dove’s ethical stand on AI has been widely praised, with many industry experts recognizing the brand for leading a critical conversation on the use of AI in advertising. The campaign has sparked important discussions about the responsibility of brands to use technology in ways that promote positive self-image and avoid contributing to the negative effects of unrealistic beauty ideals.

Comparing Approaches: Ethical AI in Marketing

Both Qatar Airways and Dove Beauty have demonstrated that AI can be used in marketing campaigns to create more engaging and personalized experiences. However, their approaches differ significantly in terms of the ethical considerations involved. Qatar Airways focuses on leveraging AI to enhance personalization and customer engagement, while Dove Beauty takes a strong stance against the distortion of beauty through AI, advocating for more inclusive and authentic representations.

Qatar Airways has embraced AI as a tool for enhancing customer experiences, with the AI Adventure campaign allowing users to experience a personalized story. This interactive approach is designed to build deeper emotional connections with the brand, and it successfully utilizes AI’s capabilities to engage and personalize content for individual viewers.

On the other hand, Dove’s ethical approach with The Code underscores its commitment to inclusivity and real beauty. The brand is not merely using AI as a tool to engage customers but is actively working to set a new standard for ethical AI use in the beauty industry. By offering the Real Beauty Prompt Playbook, Dove is helping others in the industry navigate the complexities of AI-generated imagery while staying true to core values of authenticity and inclusivity.

Conclusion: Navigating the Future of AI in Marketing

As AI continues to shape the future of advertising, brands like Qatar Airways and Dove are leading the way in demonstrating how technology can be used ethically and effectively. Qatar Airways has shown that AI can create deeply personalized experiences, while Dove has proven that ethical considerations in AI marketing can be just as powerful as technological innovation. By following their examples, brands can harness the potential of AI to connect with audiences in meaningful ways while staying true to their values. The key takeaway from both campaigns is that ethical AI use isn’t just a trend—it’s a necessity for building trust and long-term customer relationships in an increasingly digital world.

And if you need help building that brand world—let’s talk. → Book a free consultation with CERCLE Marketing today.