Dove has pledged to ban AI-generated content in its ads after its research found that the technology could pose a threat to women’s wellbeing.

The personal care brand’s study found that 90 per cent of women and girls have been exposed to harmful beauty content online, while a third of women feel pressure to alter their appearance because of what they see online, even if they know it's fake or AI-generated.

Around a quarter of women and 41 per cent of girls in the US said that being able to create different versions of themselves using AI technology is empowering. A further third of women said they would give up a year of their lives to look perfect.

Dove, which is owned by Unilever, said that its findings show there is a need for greater representation and transparency in content created by AI technology.

"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 at 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.”

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