A&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.

A&F Co.'s CDTO described this capability at NRF 2024, explaining that the company analyses historical data to predict lifetime value for each new customer and then uses that prediction to determine the intensity of follow-up marketing. With 70–80% of customers enrolled in loyalty programmes and roughly half of business occurring through digital channels, A&F Co. has an extensive first-party data set to train these predictive models. The practice applies across all brands including Hollister, shaping what marketing communications Hollister loyalty members receive.