There is important role for AI in creative, but not at the expense of authenticity.

We live in a world that craves authenticity; an antidote to years of airbrushing, Kardashian-endorsed products and photoshop fails. But following SheerLuxe’s appointment of an AI ‘editor’ – Reem – in July, we must ask ourselves if the rise of AI could  stop the authenticity trend in its tracks, and what that means for creative comms in the next era.

De-influencing – as hilarious as it is brutal – has become a trend synonymous with the backlash against fakery, spoofing the contrived nature of some influencer content and flagging the brands people don’t endorse.

Influencers on the out

Indeed, brands no longer want to work with influencers, they want creators – those who own the tools, possess the editing skills and exist squarely within the communities they are talking to. And green-washing, sports-washing and purpose-washing are all marketing red flags that have seen purpose campaigns shift down the agenda at Cannes, with authenticity taking centre stage.

But then, where does AI fit in, with its ability to “fast fake” creative stunts, content and, in the Reem example, people?

This week’s announcement of SheerLuxe’s AI “fashion and lifestyle editor” has been met with both intrigue and ire. The perception that Reem is taking away hard-won opportunities for diverse candidates in the media industry is easy to draw, despite the magazine confirming that no jobs have been compromised as a result.

Innovation is important but in the pursuit of it, we appear to have lost awareness of the human context.

Beauty brands lead the charge

The famous Maybelline ‘Sky High Mascara Express’ commercial and the follow-up Netflix’s ‘snorting truck’ Griselda ad both won plaudits because they made first-mover use of AI tech to create a spectacle that couldn’t be achieved in real life.

But the medium is a victim of its own success; the copycats have followed, and none have landed a creative punch precisely because the tech is no longer new. Attempts now feel like gimmicks: paper-thin from an authenticity standpoint. There will be ‘newness’ to jump off again as we get stronger tools and deeper innovation but only those brands who move first, will win creatively.

In contrast, Dove’s The Code – a commitment to ‘keep beauty real’ and never use AI to create or distort images of women, in response to the prediction that by 2025 90% of images will be created by AI - is authentic precisely because it’s a natural extension of a long-standing platform. Dove has credibility, history and the real women to bring it to life. The learning? Spend time focusing on consistent, long-term perception building to deliver authenticity, rather than short-term tactics.

Standing the test of time

When we stand on the brink of two big cultural shifts – one that embraces authenticity, and one that simulates real life for creative punch, it can feel daunting. But, in a world of misinformation, authenticity still has greater power to resonate in the longer-term. The seismic shift in the influencer landscape, the rise of EGC and the power of consistent brand building are a testament to this.

But AI has an important role. Outside of the first-mover advantage, it’s simply that rather than being centre stage of creative, AI is best used as a vehicle for efficiency and relevance in creative development and distribution. Think triaging chat bots, bringing to life pre-shoot concepts, Meta Advantage and synthetic data and by all means, please keep playing with tech but apply human sensibility.

When it comes to craft, gimmicks quickly become just that, and authenticity will stand the creative test of time.