Creative GenerationAugments Human LaborVerified
Reviewed and published by trentmaziarz, March 22, 2026. Discovered and drafted by our automated research pipeline.
A&F Co. uses generative AI to produce first drafts of product descriptions and marketing copy for all its brand websites and apps, including Hollister's. Human copywriters then review and refine the AI-generated text. This reduces the time writers spend on initial drafts.
Details
A&F Co.'s CDTO confirmed at NRF 2024 that the company uses generative AI for marketing copy, describing it as giving copywriters a "cold start" — the AI generates a draft and humans edit it rather than starting from a blank page. The National Retail Federation separately confirmed that A&F Co. has deployed generative AI specifically for product descriptions across its e-commerce sites. This applies to Hollister's website and app product listings.
Products affected
Hollister websiteHollister appall A&F Co. brand digital platforms
Sources & Evidence
News Article
Other practices by Abercrombie & Fitch Co.
OtherA&F Co. deployed its product catalogue as a purchasable inventory inside AI-powered conversational platforms, starting with Perplexity in November 2025. Shoppers using Perplexity's AI answer engine can find and buy Abercrombie & Fitch products directly within the chat interface without leaving the platform.RecommendationA&F Co. deployed an AI Stylist feature in the Abercrombie brand app that lets shoppers describe what they are looking for in everyday language — such as asking for outfit ideas for a specific occasion — and receive curated product suggestions in return. The feature was confirmed active in the Abercrombie app as of early 2024.Data AnalysisA&F Co. uses AI to predict how much a newly acquired customer is likely to spend over their lifetime as a shopper. Customers predicted to be high-value are automatically routed into more intensive marketing programmes — receiving more personalised emails, push notifications, and promotions.
Have evidence about Abercrombie & Fitch Co.'s AI practices? Submit a report.
Report a Sighting →