Major brands including Dove and Aerie are gaining consumer trust by pledging not to use AI-generated content in their advertising campaigns.
NEW YORK: As artificial intelligence continues to redefine marketing, some of the world’s biggest brands are taking a bold step in the opposite direction. Personal care brand Dove and fashion retailer Aerie have announced commitments to keep AI out of their advertising, choosing instead to highlight authenticity, diversity, and real human storytelling in their campaigns.
These companies are responding to rising consumer concerns over the use of synthetic content, including digitally generated models and faces in commercials, social media, and product promotions. In a market increasingly influenced by algorithmic aesthetics and deepfakes, brands that champion AI-free advertising are striking a chord with audiences seeking honesty and inclusivity.
Dove, part of Unilever, has long focused on natural beauty and body positivity. Its Real Beauty campaign series, which began in 2004, has consistently featured real people over models. In 2025, the brand reaffirmed its stand by declaring that none of its future ads will feature AI-generated models, visuals, or dialogue.
Similarly, Aerie, the lingerie and activewear brand under American Eagle Outfitters, has seen success through its #AerieREAL campaign, featuring unretouched photos of diverse women. It recently announced that it will also exclude AI-generated content from future marketing, leaning into values of transparency and representation.
These pledges come at a time when AI-generated content is flooding the advertising landscape. While many brands use generative AI for efficiency and creativity, a growing number are choosing authenticity over automation — and consumers are taking notice.
According to recent surveys, a significant portion of Gen Z and Millennial consumers express distrust toward AI-generated advertising and place higher value on campaigns that feel genuine. Brands tapping into this sentiment are not only building stronger customer loyalty but also setting new standards for ethical advertising in the digital age.
In a world where tech and trust are often at odds, Dove and Aerie’s AI-free advertising stance might just be the refreshing strategy consumers have been waiting for.
