Abercrombie & Fitch Co.: 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. | AI Trace
Creative GenerationAugments Human LaborVerified
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
