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Executive Summary:
At the National Retail Federation’s Big Show, Craig Brommers, Chief Marketing Officer of American Eagle, shared insights on the brand’s cautious approach to leveraging generative AI in marketing. Despite producing over 500 pieces of weekly content to engage Gen Z consumers, Brommers voiced concerns about AI’s potential to generate “generic creative,” a critical pitfall for a brand that thrives on authenticity and representation.
American Eagle and its sister brand, Aerie, emphasize realness and inclusivity, with Aerie notably eliminating photo retouching nearly a decade ago. These values have positioned the company as a leading bipartisan brand in the U.S., an achievement Brommers attributes to deliberate, purpose-driven marketing—something he finds challenging to replicate with AI.
While wary of delegating creative work to AI, Brommers acknowledged its transformative potential in areas like media buying and audience targeting. Currently, 40% of the company’s media business utilizes AI, and this figure is expected to grow. AI’s ability to enhance personalization and reduce marketing waste excites Brommers, particularly when addressing diverse Gen Z segments and challenges like climate-driven shifts in consumer behavior.
Looking ahead, Brommers predicts AI will become a “game-changing force” in marketing, but he stresses the importance of learning from failures and maintaining a brand-first approach to stand out in a competitive retail landscape dominated by giants like Amazon and Walmart.
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