Stanley uses AI for processes, but not for creative in advertising
Lifestyle brand Stanley 1913 actively uses artificial intelligence for internal processes but refuses to use it in advertising creatives seen by consumers. This was stated by Chief Brand Officer Kate Ridley. While many companies strive to automate everything—from media buying to content production—Stanley draws a clear line: AI is acceptable everywhere except what the customer sees.
Stanley’s position on AI in marketing
According to Ridley, the company «has not used AI for external, consumer-facing creative» and does not plan to do so in the foreseeable future. While many brands aim to automate everything—from media buying to creative production, citing speed and cost savings—Stanley draws a clear line: AI is acceptable everywhere except what the customer sees.
Where AI is applied
Artificial intelligence is used in the stages of ideation, concept, and pre-production. «AI takes over a lot of manual work in our processes and is useful in personalization, but I don’t see us using it in a creative sense,» Ridley emphasized. This policy applies even in the new campaign for the Vitalized Temp bottle.
Focus on in-house resources and creators
Instead of outsourcing creative work, Stanley invests in its own team: internal departments in North America and Europe, as well as its own photo studio, which serves as the brand’s content engine. The company has significantly increased its budget for working with content creators.
«We’ve returned to a more traditional approach—seeding and providing the product to more creators for authentic connections. For Gen Z, this is important: they can smell fake paid relationships from a mile away,» Ridley noted.
Internal rules for using AI
Stanley is developing internal restrictions on AI usage. «We have different creative centers in regions that create their own marketing tools. We need to ensure that if they use AI for personalization, they do it consistently with the same boundaries,» Ridley explained. The company does not rule out completely abandoning AI, but for now, it focuses on human creativity.
Frequently asked questions
Does Stanley use AI to create advertising?
No, the company fundamentally does not use generative AI in content that consumers see.
Where is AI used at Stanley?
AI is used in internal stages: ideation, concept, personalization, and process optimization.
How does Stanley promote products without AI?
The brand relies on its own creative teams and work with content creators through authentic collaboration.
Conclusion
Ultimately, Stanley chooses a balance: AI efficiency inside the company and human creativity in what customers see. This approach could serve as an example for other brands seeking a middle ground in technology use. If you want to learn more about brand strategies in the AI era, subscribe to our updates and stay informed on the latest trends.