On June 20th, Aerie—famous for its body-positive #AerieREAL campaign—posted something different on Instagram:
“We’re making a promise. No AI images in our ads. Ever.”
It exploded. The post racked up more likes and comments than anything Aerie had shared all year.
So, why did this work?
1. It’s not the norm
Every brand talks about how they embrace technology. AI is everywhere: in copy, in images, in the models themselves. Aerie zagged: “No AI here.”
2. It taps into trust
People are tired of not knowing what’s real online. By promising “no AI,” Aerie doubled down on its reputation for authenticity—something it’s been building for years.
3. It’s simple and clear
No jargon. No long videos. Just a crisp, shareable promise that anyone can understand (and repost to stories).
The result?
- Most-engaged Aerie post in 12+ months
- Flood of positive comments (“Thank you for keeping it real!”)
- Earned media: outlets and influencers picked it up
Takeaway for marketers
You don’t always have to jump on the latest tech trend. Sometimes, the boldest move is to say, “We’re not doing what everyone else is.”
Aerie’s post proves that a clear, values-driven stand can spark conversation—and maybe even change the game.