How Dollar Shave Club decides when to use AI-generated creative

On July 1, Dollar Shave Club launched its “250 Years. No BS. Still Free” campaign, created by its in-house team utilizing generative AI.

The series of digital ad spots features America’s forefathers in hyper-stylized images fighting back against big razor monopolies.

The campaign is also promoting Dollar Shave Club’s ongoing promotion of $2.50 starter kits, one of the largest discounts it has offered since launching in 2012. According to Dollar Shave Club’s chief brand and innovation officer, Laura Higgins, the use of generative AI is quickly becoming an effective solution “to bypass legacy agency models” and allow the in-house creative team to execute campaigns at a faster rate. Despite increasing backlash toward AI-generated social media content by brands, Higgins says AI is a tool and not a full-on strategy in Dollar Shave Club’s marketing playbook.

Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.