The clever concept shows how marketers are growing in their confidence with generative AI. No longer just a way to merely drive wacky brainstorming or generate out-there images, tools like ChatGPT are being incorporated more deeply into creative processes. In Sephora’s case, not only did the bot entirely craft the ad copy, but it also contributed to a sensitive and purpose-driven subject.
This latter fact seemed unlikely six months ago, when generative AI was still considered a risk to use in consumer-facing ways, and therefore limited mostly to internal use cases. In the second half of the year, though, marketers have found new ways to use the technology, such as to create hypothetical focus groups or craft first-party data plays.
Sephora’s campaign is dubbed “mAI colpevoli,” which is Italian for “never guilty.” Its launch comes on the heels of International Day for the Elimination of Violence against Women (Nov. 25) and is meant to show support for women-focused non-profit Pangea ETS. The campaign is airing on Sephora’s social media accounts.