How Pantene used AI to recruit hair donors in Israel | WARC | The Feed

In Israel, haircare brand Pantene used artificial intelligence (AI) to identify potential donors for its Beautiful Lengths initiative, which creates wigs for people who are losing their hair as a result of cancer treatment.

Why it matters

While AI technology that enables audience profiling, such as facial recognition, is often associated with unethical practices, it can be a precious resource if it lends itself to purposeful applications that are favoured by consumers.

How the Pantene campaign worked