Vogue: How has this ‘real’ and anti-AI stance resonated with customers so far?

Stacey: We soft-launched the anti-AI campaign in October on our social media for millions of people to see, targeting a wide audience. Since then, we’ve seen double-digit growth and brand awareness. We’ve seen brand consideration upwards of 10% increase going into and through Q4 2025. So we’ve seen some strong KPI shifts since we’ve amplified this message. Now, can you attribute that to amplifying more or the marketing message? We didn’t test one against the other, but we can safely say since we’ve amplified this marketing message — we’ve seen a very strong shift in our awareness and our consideration.

Then, for our Gen Z customers, they’ve really grown up through that era doubting everything, not trusting anything — brands have to have purpose and integrity. Now, more than ever, they see through every single thing — especially AI.

Vogue: Do you carry this stance through to your work with external partners?

Stacey: We control all our campaign content in-house. Our photographers are in-house. We shoot in-house — we take them on the road, we shoot our campaigns in-house. Retouching doesn’t exist in our world. We call it image processing, where we color and get the consistency there and convert to res that’s ready to post, that’s all in-house. We don’t third-party, any of that, which is important for us to be able to control where it’s used. Then, with our creators, we have a strict creator rule for editing content with no retouching or AI, and only shooting it in environments that are real. All of our influencer, PR, and talent agencies follow that as well.

We like to think that we are keeping it really tight, but it’s exactly the concern as more hands get brought in and more tools get brought in, how much control can you have if you’re not able to know who’s actually doing the work? It’s definitely a real concern, as people are thinking about the challenges of scale and how do you do more, faster, with budget cuts. We’re figuring that out within our own organization, and we’ve been very clear that we need to preserve the creative content budget in its real state.