MANILA, PHILIPPINES — Artificial intelligence is here, and as a brand that champions naturality, Palmolive knew it had to face the challenge head-on. However, does a brand that stands for naturals still have a place in an AI world?
The answer is a resounding yes, and Palmolive proved it with its latest social campaign. The brand’s discovery of an AI-rendered Palmolive Girl that looks closer to what a real Filipina should look like sparked the campaign. The render of a morena (tan-skinned) beauty with long, thick hair and a low nasal bridge was generated after the prompt “Filipina Gen Z Palmolive Girl.”
Palmolive then posted the AI Palmolive Girl on social media and ran a poll with the question, “According to AI, ito ang look ng isang Palmolive Naturals girl. Agree ba kayo?” (“According to AI, this is what a Palmolive Naturals girl looks like. Do you agree?)
The poll was closed after 24 hours, with 90% saying “yes.”
“We’re thrilled with the positive response to our campaign,” said Bea Atienza, Colgate-Palmolive’s Impactful Brand Experience Lead. “It proves that naturality and AI can coexist in today’s world. We’re excited to continue working on this project and create something truly beautiful and collaborative.”
