Michele Gauthier, vp, production – Americas, Shutterstock Studios
Drew Weigel, vp, head of production innovation, Shutterstock Studios
As the beauty industry continues to evolve, brands are under increasing pressure to innovate while maintaining their audience’s trust. Generative AI has emerged as a powerful tool for ideation, content creation and campaign design.
But while generative AI’s potential is undeniable, the way it’s used in advertising demands careful consideration. Missteps can compromise a brand’s authenticity, damage brand values and erode consumer trust — outcomes that no brand can afford.
Why quality should never be sacrificed
AI-generated visuals without human oversight can lead to content that looks generic, uncanny or careless. Worst of all, audiences can spot this so-called “AI slop” instantly.
For beauty brands, perception is closely tied to self-expression. Poor-quality visuals not only miss the mark but also actively harm brand equity. Every asset produced with generative AI should meet, or exceed, the creative and aesthetic standards audiences expect from premium beauty brands.
Even if AI gets everything technically correct, an over-reliance on the technology could result in content that lacks authenticity, emotion, personality — everything that makes consumers human.
For example, when Vogue ran Guess ads featuring AI-generated models, both companies faced backlash for perpetuating unrealistic beauty standards for women. Such situations result in generic, “AI sterile” campaigns that don’t connect with audiences. Whether a campaign is AI slop or AI sterile, it can result in poor brand recall, low engagement, weak intent to purchase and, ultimately, lagging sales.
Transparency builds trust
Consumers are increasingly savvy about how content is produced, and they value honesty. Being transparent about the use of generative AI in campaign development is not only ethical, it’s strategic.
Hidden or misleading use of AI risks backlash, while clear communication signals confidence and respect for a brand’s audience. A simple disclosure, whether in behind-the-scenes content, campaign notes or creative credits, can go a long way in sustaining credibility.
The irreplaceable role of real talent
If the value of a product depends on how it impacts a customer’s appearance, real people must remain at the center of the story for the brand selling that product. This is especially true in the beauty and wellness industry, where brands use shared beliefs about self-care and self-image to attract audiences.
Using AI tools to create or alter content, like before-and-after shots, for example, undermines trust in a product’s efficacy and in the brand itself. Real, human talent ensures that a campaign feels authentic, while also reflecting the diversity and inclusivity that modern audiences demand from brands today.
Where generative AI adds real value
The strength of generative AI lies in its ability to bring scenarios to life that would otherwise be impossible or prohibitively expensive. In beauty, this makes it ideal for creating surreal settings or fake OOH ads.
Imagine, for instance, a giant bottle of moisturizing cream lands in the desert and “hydrates” the dry, barren landscape — that’s the kind of transformative scene that generative AI excels at. In such cases, audiences intuitively understand that the visuals are computer-generated, and the creative choice enhances the story.
Hybrid campaigns that marry traditional production with emerging technologies, like generative AI, point the way forward. An example of this would be a campaign featuring real talent and a real vehicle shot on a virtual production stage.
While the real elements would ground this campaign, the virtual stage could be customized as needed. This way, the driver could be captured passing misty highlands, a seaside cliff at sunset or an urban environment. In post-production, generative AI tools can create footage to supplement what was shot on stage (like a vehicle zipping along a winding road, bordered by a grassy hill and a flowing river).
A playbook for responsible use of generative AI
To help brands navigate this new territory, here’s a simple framework for using generative AI responsibly in advertising:
- Stay hyper-aware of audience perception. Beauty consumers are especially detail-oriented and deeply engaged — they notice inconsistencies and shortcuts.
- Don’t let AI run the show. Generative AI is a creative tool, not the creative director. For best results, brands should use it to enhance their ideas.
- Use computer-generated imagery and AI together thoughtfully. Combining generative AI with established creative tools can expand possibilities without sacrificing polish or that invaluable human perspective.
- Always be transparent. Brands should disclose AI use when it plays a visible role in a campaign. Honesty preserves consumer trust.
The bottom line
Brands will need to adopt some form of generative AI to stay relevant, and they’ll need to do so responsibly. The goal is to push creativity forward without undermining the authenticity and trust that underpin a brand.
When wielded thoughtfully, like in hybrid productions or imaginative extensions of brand worlds, generative AI can be a powerful partner. But when overused or misapplied, it risks alienating the very audiences beauty brands work hard to inspire.
As the beauty industry converges with emerging technologies, one truth remains: Authenticity is the ultimate luxury. Generative AI can expand the canvas, but real human artistry and connection will always be what make truly compelling campaigns.
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