From denim to data: American Eagle’s seamless transition into AI-powered retail

“AI is probably the third biggest shift in my marketing career.”  – Craig Brommers, CMO of American Eagle

With decades of experience at apparel giants like Calvin Klein, Abercrombie & Fitch, The Gap, and now American Eagle, Craig Brommers has seen tech reshape retail time and again — from the rise of eCommerce to the monetization of social media.

Now, in 2025, the hottest trend in fashion — aside from jorts — is AI. Brands are using it for key workflows across the organization, from marketing to merchandising, customer support, and more. At American Eagle, AI is taking on media planning and helping to scale hyper-personalization.

In this fireside chat with Craig and Ranjan Roy, retail industry lead at Writer share advice and key takeaways from their experience implementing AI, including:

• How American Eagle is driving double-digit growth in conversions with Gen Z shoppers.
• Why American Eagle is planning 40% of its media budget with AI.
• How to choose AI tools that support internal innovation and empower the people behind your brand.

If you’re a marketer in any industry, this is a can’t-miss conversation. Craig and Ranjan’s insights will help you drive meaningful results for your company — and your career.

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