A leading sports brand is calling out artificial intelligence platforms for creating what it calls unrealistic body images.
AI tools like Midjourney generate images based on what the internet thinks something is or what it looks like.
And when such platforms are asked to create a picture of someone healthy who exercises, they generate images of people with no body fat, chiselled jaws, muscles, and even 12-pack abs.
Sports brand ASICS believes the AI images fail to show “the real benefit of exercise” which they believe is “the mental health uplift” - instead they focus on “extreme physical transformations”.
In response, the brand has launched an AI Training programme - a bank of images featuring "real people enjoying exercise for the feeling, not aesthetics” combined with bespoke lines of code and AI prompts that AI tools can use to command more inclusive images.
It's hoped the measures – which are demonstrated in a newly released video – will help change what consumers and in-turn AI platforms think the healthy exercise looks like.
Gary Raucher of ASICS EMEA, said: “We’ve always believed in the benefit of exercise, not just on the body, but also on the mind.
“And in today’s society, we know the uplifting power of exercise is needed more than ever.
“When we discovered that popular AI image-generating tools were creating unrealistic depictions of people who exercised - demotivating people to the point of exclusion from exercise, we were compelled to take action.”
When shown the AI generated images of “healthy people” who exercise, additional research commissioned by ASICS found 72% believe the pictures present an unrealistic body type.
However, 72% said the images could cause people to develop worries about their own bodies.
Almost a fifth (19%) believe ‘non-natural supplements’ – like steroids – would need to be taken to have such a body, while 40% felt cosmetic surgery would be necessary.
Just 7% believed the physique shown in the pictures is unachievable.
Emotional responses to the images varied but were mainly negative – with almost a fifth (17%) saying they made them feel “unfit”, with others said they felt “inferior” (12%), “unattractive” (12%), and “insecure” (11%).
And 18% said they felt less motivated to exercise as a direct result of seeing the images.
While 60% believe the pictures fuel the idea that the biggest benefit of exercise is a ‘better’ body - rather than a healthier mind.
Reassuringly however, the research carried out through OnePoll found 70% agree mental health is the biggest plus of regular exercise.
Hayley Jarvis, head of physical activity at Mind, which is backing the campaign, said: “Being physically active is a fantastic way of boosting your mental health and self-esteem, but we know that some people experience barriers to being active.
“In Mind's own research, we found that two in five inactive people (41%) say they don't take part in physical activity because they feel self-conscious about their body.
“This is particularly true for women (51%) compared to men (30%).
“We want people to enjoy being physically active for the way it makes us feel, setting realistic goals that aren’t based around our weight or shape.”
Users can donate their own exercise images to the AI Training by uploading their pictures to social media, using #TrainingAI and tagging in @ASICS.
AI expert Omar Karim said: “AI is an extremely impressive tool, and its possibilities are endless.
“While it’s exciting that AI can be used in so many interesting ways, it’s extremely important that it’s taught to accurately represent the world and people around us.
“One of the interesting parts about the way AI works is that it learns from the years of content shared online.
“Therefore, it’s on us to ensure that AI is taught to unlearn what could be potentially harmful.
“What we are looking at is today’s equivalent of airbrushing, only it’s being done automatically and without human judgement.
“I’m really excited to be working with ASICS on this project and impressed by the action they’re taking.
“I hope this is just the start of brands looking to shape AI in a truly progressive way.”
