TLDR: Aerie, the lifestyle brand under American Eagle Outfitters, has announced a definitive rejection of artificial intelligence in its advertising. The company pledges to exclusively feature ‘100% real’ individuals in its campaigns, building on its decade-long commitment to authenticity.
In a move reinforcing its long-standing brand ethos, Aerie, the popular lifestyle brand owned by American Eagle Outfitters, has publicly declared its commitment to eschew artificial intelligence in its advertising. The company announced on October 9, 2025, that it will not utilize generative AI to create or manipulate images of people or bodies in any of its future campaigns.
This decision is a direct continuation of Aerie’s ‘100% Aerie real’ philosophy, which gained significant traction with its groundbreaking #AerieReal campaign launched in 2014. That initiative famously pledged to stop retouching models and bodies in its advertisements, a pioneering stance in the fashion and retail industry at the time. A decade later, Aerie is extending this commitment to the evolving landscape of digital content creation, specifically addressing the rise of artificial intelligence.
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The brand has rolled out new advertisements across various social media platforms, prominently featuring its renewed promise to maintain absolute authenticity. This strategic move positions Aerie as a leader in promoting genuine representation and transparency in an era where AI-generated content is becoming increasingly prevalent in marketing and advertising. The company’s stance highlights a growing conversation within the industry about the ethical implications and consumer perception of AI-created imagery.
