Undeniably, AI is changing the face of marketing. For companies desperately trying to keep up with the endless feeds and scrolling of Gen Z, the allure of automation is intoxicating. The thing is, not all companies are in a rush to give AI creative control. American Eagle, a name synonymous with authenticity and realness, is treading this path with caution—and for good reason.
Let’s take a closer look at how American Eagle’s CMO, Craig Brommers, is navigating this technological shift and why it’s a lesson in keeping your brand’s soul intact.
The pressure of keeping up with Gen Z
Imagine having to churn out 500 pieces of marketing content every week. That’s the kind of demand American Eagle faces. And the kicker? A social media expert told Brommers to brace himself—this number could quintuple in the near future.
Here’s where AI comes in, promising speed and scale to match the appetite of a fast-scrolling audience. For many brands, this is the perfect solution. But for Brommers, there’s a catch: the risk of losing the creative spark that makes American Eagle stand out.
After all, generic AI-generated campaigns have left some big-name brands licking their wounds.
Why “keeping it real” matters more than ever
At the heart of American Eagle’s success is its authenticity. The brand’s younger audience—especially Gen Z—values representation and realness. These are more than just slogans for Aerie or American Eagle. For instance, Aerie, a real ambassador for diversity, ceased Photoshopping model images nearly a decade ago.
But this commitment to realism is a problem for AI.
While AI tools can quickly churn out ideas, they often lack the nuance and depth needed to connect with an audience that demands more than surface-level creativity. Brommers recognizes this gap, which is why he’s wary of delegating too much creative work to algorithms.
Using AI where it counts
This is not to say American Eagle has eschewed AI altogether. In fact, AI has comprised nearly 40% of their media company—especially in areas like media buying. Here, the technology shines: precisely identifying the correct audience and optimizing ad placement. Automation not only works in this field, but flourishes.
Of more concern is the use of AI in creative processes. Brommers agrees that finding the right balance is paramount. While AI is able to enhance productivity and personalization, it can never replace the human touch that provides a brand with its distinctive character.
Why precision is the future
The potential to micro-target is one of the most exciting benefits AI offers. If you think about it, Gen Z isn’t one single group. Each of those hundreds of unique audience segments has its own set of preferences and habits. AI can tailor content for these microsegments, which opens up previously unimaginable degrees of relevancy.
For American Eagle, this means delivering the right message to the right person at the right time—something Brommers believes is critical to cutting down on marketing waste. It’s about being smart with your resources while staying true to what your brand stands for.
The delicate balance of experimentation
Brommers describes the rise of AI as humbling. Sure, it’s revolutionary but comes with a steep learning curve. There are going to be some missteps, and the brands ready to learn from them will be the ones that emerge on top. Here is where American Eagle’s strategy really shines: carefully testing, being mindful that with each step their values are aligned, and not rushing into anything.
What brands can learn from American Eagle
For marketers and entrepreneurs, the takeaway is clear: AI is a powerful tool, but it’s not a one-size-fits-all solution. Use it to enhance your marketing strategy, not define it. Focus on areas where automation can add real value, like precision targeting or operational efficiency, and keep the creative soul of your brand in human hands.
Authenticity, after all, isn’t something you can automate. It’s built through trust, consistency, and understanding your audience on a deeper level. American Eagle’s deliberate and cautious embrace of AI is a reminder that technology should serve your brand’s purpose—not overshadow it.
So as the marketing world hurtles toward an AI-driven future, let’s not forget the importance of staying real. Because at the end of the day, that’s what truly resonates with people.
FAQ’s
1. How can brands use AI without losing their authenticity?
Use AI for data analysis and ad placement tasks, but retain human creativity. And always check to see if the AI output is valid and true to the voice and values of your company.
2. Can AI help make marketing more personal?
Absolutely! AI is able to send personalized messaging through the segmenting of audiences into smaller groups. It is all about giving each client their own unique, intelligent, and different experience.
3. What ethical concerns should brands consider when using AI?
Be transparent about how you use AI, respect privacy laws, and don’t manipulate people with AI. It all comes down to trust and putting the interests of your audience first.