We created the world’s first Chrome Browser Extension that enables any user, using any image generation platform, to create realistic, inclusive, imperfectly perfect images of women using AI. Regardless of their prompt engineering expertise.

Why did we do it?
As Dove celebrated 20 years of Real Beauty, a new threat arose to real beauty and female self-esteem: generative AI. By 2025, 90% of the content we consume may be AI-generated, and AI, like media before it, is defaulting to narrow, Western-centric beauty ideals. Dove had already pledged never to use AI-generated models in its communication. But what about all the young content creators and design and art students who will rely on AI to generate their content?

Rather than fight AI, we trained it- and the people who would use it. Using Dove’s Real Beauty principles and body confidence expertise we set out to shape how Generative AI sees women. Not for Dove — but for every brand and every user that turns to AI for image generation.
So we created the Real Beauty Generation bowser plug-in.

Once installed, it detects when the user is on an image generation platform and provides a drop-down menu of inclusive traits – including diverse ethnicity and skin tones, freckles, and birthmarks, from which it creates prompt suggestions that will render a realistic, authentic image of real beauty when used.

Client/Brand: Dove
Influencer and PR lead, Unilever SA: Anele Nzimande-Maphanga
Brand Manager, Dove SA: Lerato Dumisa
Marketing Director: Tarryn Payne
Dove Global Brand Director: Pau Bartoli
Brand Manager Dove Global: Victoria Floyd
Consumer Experience (CX) | Beauty & Wellbeing + Personal Care: Calvin Buthelezi

Agency: VML ZA
Chief Creative Officer: Fran Luckin
Executive Creative Director: Theo Ferreira
Creative Director: Dominique Baxewanos
Senior Art Director: Hanro Manefeldt
Senior Copywriter: Kerryn Massyn
Project Management: Nompumelelo Mabena, Helen Christoforou, Kate Rose
UX Design / Information Architecture: Etta Ferreira, Hanro Manefeldt, Dominique Baxewanos, Tilesh Bhaga
Development: Simon Kerr, Hannes Matthysen

Production Company: 7 Films
Director: Khanyisile Mashinini
Producer: Wendy Machanik, Emma Hurley, Lourens van Rensburg, Nina van Rensburg, Madeleine van der Merwe

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.