The Brazilian beauty brand O Boticário has launched “Code Her”, an initiative that uses artificial intelligence as a protection tool against one of the emerging risks of the digital environment: the manipulation and sexualization of images of women through AI. The project arises in a particularly sensitive context, marked by a 225% increase in complaints of misogyny, violence or discrimination against women on the Internet during 2025, according to data from the National Cybercrime Reporting Center of SaferNet Brazil.
The proposal is articulated around a bot developed for the X platform that allows monitoring images published by users. Activated by mentioning @CodeHerBot, the system detects manipulation attempts by artificial intelligence tools, such as Grok, and blocks the display of the altered image, while sending an alert to the user with information on how to act and report it. The project is complemented by a digital manual that includes legal guidance and resources to deal with this type of situation.
Technology to address digital violence
The initiative, developed together with the AlmapBBDO agency, seeks to open a broader conversation about the risks associated with the use of artificial intelligence and the need to strengthen the protection of digital rights. In this sense, the campaign includes an audiovisual piece starring the singer Marina Sena, as well as content with Rose Leonel, whose case of non-consensual dissemination of intimate images gave rise to one of the key laws on the matter in Brazil.
Thus, the project also focuses on the existing legal framework, recalling instruments such as the Rose Leonel Law, the Carolina Dieckmann Law, the Maria da Penha Law or the Internet Civil Framework, which establish protection mechanisms against digital violence. “It is important to highlight that artificial intelligence offers multiple positive possibilities, but it is human intention that can turn it into a tool of exposure and vulnerability”said Carolina Carrasco, Brand Director at O Boticário.
“Code Her” is part of the “Her Code” communication platform, with which the brand has been promoting conversations around the female body, pleasure and associated taboos since 2023, now expanding its reach towards digital protection.
“We are using artificial intelligence against artificial intelligence itself so that women can share their images freely and remain owners of them”explained Ana Novis and Paula Keller Perego, Creative Directors at AlmapBBDO.
The initiative is complemented by other actions promoted by the group, such as the WhatsApp channel “We Need Falar”, developed together with Bloom Care, which during the month of March brought together health, law and psychology professionals to offer guidance on violence against women. More than 15,000 people have participated in this space, reflecting the growing need for information and support around this problem.
More info: Code Her
