AI, Ethics, and Marketing: What Have We Really Learned?

What are your thoughts on AI and its uses, nefarious or otherwise?

It’s a question that pops up more and more in marketing circles, especially in the beauty industry where image has always been queen. With AI tools now able to generate flawless skin, perfect lighting, and model poses with a single prompt, it’s tempting to see them as a quick fix.

But let’s take a moment to ask: have we been here before?

*image source - signature edit - IMG_4917

A Familiar Story: Perfection at a Cost

We don’t need to go far back to remember the worst of the Photoshop era - waists slimmed to the point of vanishing, skin smoothed until it looked like plastic, and beauty ideals so unrealistic they hurt more than they helped. We all watched the backlash build. Consumers started to push back, wanting to see themselves, not some hyper-edited fantasy, in marketing campaigns.

Authenticity became more than a buzzword. It became a business decision. The brands that embraced diversity and relatability? They earned something much harder to build than likes: trust.

The Guardian Reminder: We've Been Fooled Before

A recent article from The Guardian pulled together 28 fake images that fooled the world. From staged war photos to AI-generated content that blurs fact and fiction, it shows just how long image manipulation has been shaping (and sometimes distorting) public perception.

Whether it was political propaganda or clumsy AI-generated fingers in an e-commerce ad, one thing is clear: images are powerful and people notice when they’ve been misled.

Read full article here

Enter AI: The Same Mistakes, Just Faster

AI is essentially Photoshop on steroids. Faster, more convincing, and often harder to detect. But just like before, the problem isn’t the tool, it’s how we use it.

When AI is left unchecked, it can easily default to the same outdated beauty standards we’ve worked so hard to challenge. It creates “perfect” skin, symmetrical faces, and bodies that defy biology. And in the rush to create content quickly, it’s easy to lose sight of the bigger picture: what does this say about your brand? And who is it really for?

We’re already seeing the cracks. AI-generated models that look uncanny. Imagery that lacks soul. Backlash from consumers who feel alienated, not inspired.

Real Creativity Still Needs Real Humans

AI can be useful. It can spark ideas, automate tedious tasks, or speed up certain workflows. But it can’t replace the creative judgement of a human being, especially when that judgement is rooted in empathy, ethics, and years of lived experience.

As a freelance retoucher, I work with marketing teams to find that sweet spot between what's possible and what's right. I help polish campaign images or create unique images in a way that keeps them feeling grounded, relatable, and real - while still aligning with your clients goals.

Because the last thing you want is for your clients latest campaign to spark the wrong kind of conversation.

The New Standard: Thoughtful Image Creation

Here’s what we’ve learned from all of this:

• Consumers are more visually literate than ever - they can tell when something feels off

• Trust is built through transparency, not perfection

• Ethical marketing is no longer optional , it’s your long-term reputation

  
  

So yes, AI has a place in marketing. But it should be guided by people who understand nuance, tone, and how to truly connect with an audience.

We’ve come too far to go backwards.