“We are trying to use AI driven tools to supplement our quarterly campaign shoots with showing more contextual imagery on the site. This AI driven approach that we’re perfecting and deploying across email and social ads is really allowing us to capture the attention of audiences that are looking for something fresh every time they open up their phone. It’s also more effective to show things in context so it’s easy for people to envision where might I wear this outfit or why should I buy this? Or how does this fit into my lifestyle? With AI we’re trying to answer all of those questions to alleviate any questions or gaps that somebody might have about the clothing or the brand”