Stanley 1913 is strategically evolving its brand strategy to adapt to the increasing significance of AI in consumer searches. Rather than opting for quick tactics to boost AI presence, the company is focusing on a holistic overhaul that emphasises authentic and detailed product communication.
Building for the Long Haul
To align with the growing trend of AI usage, Stanley 1913 is not just revamping its messaging but also its organisational structure. The brand aims to create strong connections between product features and customer benefits, enhancing clarity with product FAQs, care instructions, and usage guides corresponding to frequently asked AI queries on topics like gifts, hydration, and lifestyle.
“It’s about ensuring our authentic brand experiences translate into natural-language answers without losing the human touch,” explained chief brand officer Kate Ridley. This approach is proving crucial as a significant number of U.S. adults (42%) now rely on AI chatbots for information, according to Pew Research Center.
Filling the Marketing Gap
Stanley 1913 identified a shortfall in its occasion-based marketing efforts, which were visually rich but lacked explanatory depth. Imagery-heavy campaigns for events like Mother’s Day and Teacher Appreciation Week underscored the need for detailed descriptions to appeal both to human consumers and AI-driven platforms. Ridley noted the importance of detailed copy that describes usage and occasion suitability for language models.
Increased Digital Engagement
With a surge in digital interactions, as evidenced by a 35.5% rise in website visits from July 2025 to July 2026, Stanley 1913’s transition is critical. The increase in audiences across platforms necessitates effective data dissemination of product information on the web.
The transformation transcends SEO and e-commerce, incorporating a multifunctional strategy across content, SEO, technology, and PR departments. Ridley highlighted ongoing efforts to establish LLM guidance and measurement frameworks that unify the company’s approach.
Innovative Integration Techniques
Stanley 1913 is leveraging Shopify and Google’s Universal Commerce Protocol to facilitate direct product catalogue integration within chat platforms and employing structured data to ensure consistency between traditional and AI-powered searches. The collaboration with Yotpo’s Discovery product aims to monitor brand citation frequency in AI discussions.
Debra Aho Williamson, founder and chief analyst at Sonata Insights, remarked on the shift, noting that AI platforms are now seen as influential as human promoters, playing a pivotal role in brand discovery and consumer decision-making.
Maintaining Traditional Efforts
The company continues to engage through traditionally successful means, such as collaborations with cultural figures. For instance, its partnership with Kacey Musgraves generated media buzz beyond its own channels, contributing to AI narrative inclusion through third-party sources.
Stanley 1913 is not abandoning previous methods in favour of AI. “We’re not moving away from one and towards the other,” emphasised Ridley regarding its dual focus on social and AI platforms. The goal is to provide comprehensive, detailed product information, recognising that AI platforms need such data to function effectively.
Reporting based on coverage first published by modernretail.co.