LG H&H Using AI for Marketing and Why I'm Boycotting

[OdileMonod] Odile posted twice in her IG stories this week news about LG's intention to use more generative AI in their marketing.

In the first story (shared above, left image) she wrote:

In their yearly ESG report, the LG group stated they are planning to use more AI-generated models in their ads moving forward.

Recently, I've shared a social media post from an LG brand showing a Before & After image created with AI (clearly labeled as such). In the coming years, it's going to be harder to distinguish real product visuals from AI-generated ones.

She has included the images of their goal with the AI marketing materials, including what looks like a real person in before and after versions.

In the second story (shared above, right image) she wrote:

The fact that they're trying to make it into an initiative to promote animal welfare and reduce environmental impact is so funny

They have a point don't get me wrong, but somehow I doubt the main motivation behind the use of AI-generated promotional materials is "minimising unethical filming"

The image she included were from pages 70 and 71 from the 2024 LG H&H ESG report which included AI-generated pictures of models and materials/ingredients.

Some quotes:

Moving forward, we plan to expand the use of generative AI for content creation instead of actual shooting. [Pg. 71]

LG H&H creates generative AI model images reflecting brand-specific personas to offer personalized experiences to customers. These AI generated model images, tailored to each brand's target audience, help clearly convey product characteristics and usage while providing new experiences through diverse character images[Pg. 70]

Loss of Jobs & Community Impact

I've semi-modeled in my life, have gone out for skincare castings in the past, have done both print and video shoots and have worked as a crew member in the film & TV industry. I am also a member of SAG-AFTRA, so yes, I have a bent. I care about people.

Every generative-AI "photoshoot" they use instead of a traditional model (ie: "actual shooting")  is dozens of jobs (ie: people). This means they are no longer paying:

• The model and thereby the model's team, including agent and manager
• The casting agent(s)
• The photographer and their team
  
• The hair and/or makeup person(s)
• The wardrobe person(s)
• The locations person(s)
• The props/set dressing person(s)
• The lighting person(s)
• The driver(s)
• Any and all of the assistants include the production assistant

This also affects the people who own and/or work at:

• Commercial space rentals for photoshoots
• Equipment and truck rental companies
• Local restaurants and shops
• The accountants involved in paying/receiving all invoices and personnel

A photoshoot doesn't just happen in a day, it takes days of planning, gathering the right crew, discussing, planning and expanding ideas. So it's not just one day of pay these individuals are missing out on, it is multiple days. Multiply this for all the shoots a campaign should have had than just churning out AI content.

There is also a loss of art. I know some art snobs will say advertising isn't art, but it is. You hire an artist like a photographer for their eye, for their creative talent, for their ability to deliver, sometimes greater than what a creative director had in mind. This is now just another way people are kept at a computer and taking the community and humanity out of people.

The Lie

Random medium blogs and tweets seem to push the idea that using AI is better for the environment without providing proof. When a publication with morals tries to write an article praising using AI over humans for the environment, they quickly realize that there is no proof.

BlueSky user Dan Nguyen (dancow.bsky.social) asked StatisticUrban to check their sources when comparing the carbon footprint of a human writing a page of text vs AI writing a page of text. Their reply was to delete the article altogether because it was utilizing unreliable sources that had no evidence.

In fact, there's likely is more evidence that all that goes into generative AI is worse for the environment.

Last month, OpenAI chief executive Sam Altman finally admitted what researchers have been saying for years — that the artificial intelligence (AI) industry is heading for an energy crisis. It’s an unusual admission. At the World Economic Forum’s annual meeting in Davos, Switzerland, Altman warned that the next wave of generative AI systems will consume vastly more power than expected, and that energy systems will struggle to cope. “There’s no way to get there without a breakthrough,” he said. [nature, Feb. 2024]

See also: The Harvard Busines Review, MIT

Executives know consumers care about the environment, especially the younger generation as they have more to live on this planet. So it's easy to pull on those heartstrings as the reason when...well when you're told the number one priority of a business is to earn money for its shareholders (not it's employees, mind you). You'd be wise to be skeptical and jaded whenever a corporation wants to do something "for the good of the environment."

This is a cost-savings measure. A cost-savings measure that won't be for the people. Are they passing the savings onto the consumers? Will they be retaining all their employees? Would you think, based on history, the 1% of the 1% will keep it for themselves?

Even if you don't care about the impact on people, don't you care what you're shown as a consumer? People like before & after pictures because when they fall within certain rules, like being real and unedited, we want to see if you product works the way you claim it will.

Pictures of the generative AI models demonstrated on pg. 70 of the ESG Report.

Now nothing they're showing you is real. Why would you trust a skincare product that isn't showing you results on a human skin. Or...any human?

So I'm Boycotting LG H&H

Which is sad because I was slowly going into LG for a lot of my skin and haircare. Products I'll miss but will feel better about myself for not using: The Whoo Lipcerin, OHUI (all of it, really), Dr. Groot Hair Tonic, Dr. Groot Shampoo, Dr. Groot Scalp Scaler. 

I'm one person and I'm choosing this. Each person is free to choose what they will. I understand LG H&H covers a lot of brands, which may include HGs, but to me, compliance towards the decisions executives are making for themselves will only encourage them toward this direction. It is easier to make a conscious choice now before more companies see the profit of using generative AI in place of people and see no blowback.

If you want to join me and you're not sure if any product on your shelf is an LG H&H brand: https://www.lghnh.com/global/brand/list.jsp?type=BEAUTIFUL