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  • Stanley uses AI for processes, but not for creative in advertising

    Stanley uses AI for processes, but not for creative in advertising

    Stanley uses AI for processes, but not for creative in advertising

    Lifestyle brand Stanley 1913 actively uses artificial intelligence for internal processes but refuses to use it in advertising creatives seen by consumers. This was stated by Chief Brand Officer Kate Ridley. While many companies strive to automate everything—from media buying to content production—Stanley draws a clear line: AI is acceptable everywhere except what the customer sees.

    Stanley’s position on AI in marketing

    According to Ridley, the company “has not used AI for external, consumer-facing creative” and does not plan to do so in the foreseeable future. While many brands aim to automate everything—from media buying to creative production, citing speed and cost savings—Stanley draws a clear line: AI is acceptable everywhere except what the customer sees.

    Where AI is applied

    Artificial intelligence is used in the stages of ideation, concept, and pre-production. “AI takes over a lot of manual work in our processes and is useful in personalization, but I don’t see us using it in a creative sense,” Ridley emphasized. This policy applies even in the new campaign for the Vitalized Temp bottle.

    Stanley uses AI for processes, but not for creative in advertising

    Focus on in-house resources and creators

    Instead of outsourcing creative work, Stanley invests in its own team: internal departments in North America and Europe, as well as its own photo studio, which serves as the brand’s content engine. The company has significantly increased its budget for working with content creators.

    “We’ve returned to a more traditional approach—seeding and providing the product to more creators for authentic connections. For Gen Z, this is important: they can smell fake paid relationships from a mile away,” Ridley noted.

    Internal rules for using AI

    Stanley is developing internal restrictions on AI usage. “We have different creative centers in regions that create their own marketing tools. We need to ensure that if they use AI for personalization, they do it consistently with the same boundaries,” Ridley explained. The company does not rule out completely abandoning AI, but for now, it focuses on human creativity.

    Stanley uses AI for processes, but not for creative in advertising

    Frequently asked questions

    Does Stanley use AI to create advertising?

    No, the company fundamentally does not use generative AI in content that consumers see.

    Where is AI used at Stanley?

    AI is used in internal stages: ideation, concept, personalization, and process optimization.

    Stanley uses AI for processes, but not for creative in advertising

    How does Stanley promote products without AI?

    The brand relies on its own creative teams and work with content creators through authentic collaboration.

    Conclusion

    Ultimately, Stanley chooses a balance: AI efficiency inside the company and human creativity in what customers see. This approach could serve as an example for other brands seeking a middle ground in technology use. If you want to learn more about brand strategies in the AI era, subscribe to our updates and stay informed on the latest trends.

  • Lenovo and Portal A Launch Creator Odyssey: How the Brand Turned Creators into Creative Directors

    Lenovo and Portal A Launch Creator Odyssey: How the Brand Turned Creators into Creative Directors

    Lenovo and Portal A Launch Creator Odyssey: How the Brand Turned Creators into Creative Directors

    Lenovo and production studio Portal A have launched the Creator Odyssey campaign, in which the brand not only attracted content creators as ambassadors, but entrusted them with the role of creative directors. This is a long-term project built around the creators’ own IP, which simultaneously serves as a marketing tool to promote Lenovo’s AI-oriented hardware and software.

    How Creator Odyssey Works

    At the heart of the campaign is a challenge for artists worldwide: to create projects using Lenovo technologies and document the process in videos and social media posts. The first edition in 2024 was led by long-time friends and collaborators Gawx and Vexx — professional artists and YouTubers. They shot the launch video, which served as a call to action for six other participating artists.

    In subsequent videos, the Lenovo laptop traveled the world, demonstrating how the same product is used across different creative fields. Results for 2024: 9 videos on YouTube, 143 social media posts, 400,000 hours of watch time, 946,000 engagements, and 19.6 million views. The success prompted Lenovo and Portal A to continue the project.

    Third Season — World Stage

    In 2025, the second edition was released, and the third, titled World Stage, was timed to coincide with Lenovo’s partnership with the FIFA World Cup 2026. Gawx and Vexx again served as “visionaries” responsible for the creative direction. Participants were paired with athletes to explore parallels between artists and athletes.

    Lenovo and Portal A Launch Creator Odyssey: How the Brand Turned Creators into Creative Directors

    The project featured: Norwegian director Maria Kallewik, Indian VFX specialist Shutter Authority, Australian graphic designer Elliotisacoolguy, Norwegian VFX artist Erik Does VFX, and American Isaac Carlton, creator of “little films.” Each worked from home on Lenovo equipment, then traveled to Mexico City for a group presentation.

    World Stage delivered 8 videos on YouTube, over 90 social media posts, more than 400,000 hours of watch time, 367,000 engagements, and 25.6 million views.

    Lenovo’s Strategy: From One-Off Campaigns to a Permanent Community

    Alia Rosmini, Executive Director of Global Consumer Marketing at Lenovo, explained that the brand wanted to “make a serious statement about its presence and show how technology helps in the creative process.” According to her, it would have been “easy” to run “one-dimensional campaigns, but we wanted to go deeper.”

    In addition to the three editions of Creator Odyssey, Lenovo launched the year-round platform Lenovo Creator Community, where artists, writers, musicians, and other creative professionals can interact on forums, access resources, and apply for “gigs” — exclusive opportunities to collaborate with Lenovo and its partners.

    Lenovo and Portal A Launch Creator Odyssey: How the Brand Turned Creators into Creative Directors

    Rosmini emphasizes: “We provide resources and technology, but the vision and execution belong entirely to the creator. We don’t want to stifle creativity; we want to celebrate it, and the products are part of that process.”

    Partnership with FIFA and the Synergy of Art and Sport

    World Stage was part of Lenovo’s partnership with FIFA, under which the brand became the first official technology partner of the World Cup. “The World Cup is one of the biggest global events that brings people together,” says Rosmini. “We saw synergy in what passion is and how it drives creators. Sport inspires creativity beyond the field, and it’s a wonderful way to connect the two.”

    Long-Term Benefits for Lenovo

    While the short-term goal is product promotion, creating a permanent IP and year-round platform gives Lenovo long-term advantages. “Through close contact with the creator community, we get ideas for future product design,” explains Rosmini. “Our creators constantly provide feedback. It’s a great way to gain real insights that shape the future of our portfolio.”

    Frequently Asked Questions

    What is content repurposing in simple terms?

    Repurposing is the process of reworking one source material (e.g., a webinar or video) into multiple formats: short clips for TikTok, Reels, articles, posts, infographics. This allows you to reach different audiences and platforms without creating content from scratch.

    Lenovo and Portal A Launch Creator Odyssey: How the Brand Turned Creators into Creative Directors

    How to make 100 unique videos from one?

    Use the “video matryoshka” technique: cut the source into meaningful blocks, change the background, voice timbre, add subtitles, overlays, speed up/slow down. Create a unique intro and outro for each clip. Apply different camera angles (if duplicates exist) or AI tools to regenerate the background.

    What is more profitable: ordering repurposing or shooting new video?

    Repurposing is usually 3–5 times cheaper, as it doesn’t require new shoots, equipment rental, or actor fees. However, if the source material is low quality or doesn’t match trends, it’s better to shoot new footage. The optimal strategy is to combine: repurpose the best from the archive and selectively shoot fresh material.

    Conclusion

    The Lenovo and Portal A case proves: content repurposing is not just a budget-saving tactic but a strategic tool for brand building. By giving creators the role of creative directors, the company gains authentic content, deep audience engagement, and valuable insights for product development. If you want to scale content marketing without losing quality, start by auditing existing materials and think about how to turn one webinar into 50 clips for different platforms.