Coach and American Eagle: AI Redefines Their Marketing

Brands Facing the Rise of AI Search Engines

Marketing directors from major brands like Coach, Fruitist, and American Eagle are mobilizing to ensure optimal brand presence on new AI-powered search platforms, such as ChatGPT and Gemini. These platforms are redefining how consumers discover and evaluate brands. Marketing experts from Chime, American Eagle, and Coach have shared their approaches to adapting to this technological evolution. SEO specialists emphasize that authenticity and reputation are now key elements for success in this environment.

At prestigious events like Cannes Lions, the topic of AI search strategy may not be the most prominent, but it is crucial for CMOs looking to effectively position their brands in AI search results. Craig Brommers, Chief Marketing Officer of American Eagle, highlights that this is one of his team's major priorities at the moment.

The Impact of AI Recommendations on Consumers

A recent study by McKinsey reveals that about 50% of American consumers rely on AI search to discover and evaluate brands. Recommendations provided by platforms like Gemini and ChatGPT have a significant impact. An analysis by Similarweb shows that users are on average 2.5 times more likely to visit the site of a brand recommended by these tools rather than that of a competitor.

Vineet Mehra from Chime notes that the transition from traditional search to AI search is a major topic of discussion. Craig Brommers from American Eagle emphasizes the creation of sustainable content to meet this new demand.

CMO Strategies for AI Optimization

Innovative marketing directors, like those featured by Business Insider in 2026, are refining their strategies to maximize visibility on AI platforms. Brommers and Mehra, for example, are collaborating with startups to create content tailored for large language models (LLMs) and to measure their visibility on these AI search engines. Mehra uses tools like Profound and AirOps to assess this visibility.

Mehra stresses the importance of having a "content factory" capable of continuously producing authentic content that response engines can utilize. Brommers, on the other hand, partners with companies like Optiversal to generate thousands of pieces of content for the American Eagle website, as well as for platforms like Reddit and various blogs, to address consumer queries, such as when they are looking for pants for a night out.

Joon Silverstein from Coach uses research to identify the questions consumers are asking. Marketers like Kim Chappell from Bobbie and Silverstein also produce content on Substack, YouTube, and their own websites to feed the LLMs. Silverstein spends hundreds of hours in homes across New York, London, and smaller cities to understand consumer expectations, particularly from Generation Z, and to anticipate the questions they might ask ChatGPT.

The Challenges of AI Optimization

Fadi Karam from Fruitist ensures that the company's website, the public statements of its CEO, and social media posts highlight the unique features of its products. "When LLMs search for us, they discover rich content behind our claims," explains Karam.

However, there is no magic solution to guarantee optimal visibility on these platforms. Many new providers are offering their services to help brands adapt to AI search, but results can be fleeting, as Google and other players constantly adjust their algorithms to counter brand tricks. Lily Ray, Vice President of SEO and AI Search at Amsive, emphasizes that while some tricks have worked in the past, they are quickly corrected by giants like Google or OpenAI.

The Importance of Transparency and Adaptation

AI platforms offer little transparency regarding how brands appear in search results. Moreover, user behavior is still evolving. A report from Similarweb indicates that while AI search is widely used for discovery, consumers continue to rely on traditional search to finalize their purchases.

Users are asking more detailed and nuanced questions of AIs than they do of traditional search engines, and models adjust their responses based on each user. This complicates the task for brands seeking to obtain a coherent picture of their presence on these platforms, as explained by Kevin Indig, advisor to companies like Airbnb.

Recommendations from SEO Experts

Kevin Indig recommends returning to traditional market research methods, as Coach does, by using interviews to better understand customers. This allows brands to create relevant prompts for the questions consumers might ask at different stages of their purchasing journey.

SEO experts also advise brands to enhance their presence on platforms like Reddit and YouTube, which are frequently cited in AI results. However, they warn that self-promotional discourse is poorly received on Reddit. Most CMOs consider Reddit a priority.

Josh Line from Yahoo mentions that the company is expanding the platforms it is present on, including YouTube, Reddit, podcasts, and that its creator strategy is evolving significantly.

Kim Chappell from Bobbie emphasizes YouTube, creating informative videos to answer questions posed on social media. "We used to do third-party product reviews," she explains. "Now, it's more strategic. What are you asking this content in ChatGPT? You need to design it to highlight what parents need to know about the product, how it is made, and to answer questions about formula milk in general."

Ultimately, brands must ensure they are well represented on their own site and on all platforms explored by LLMs. But there is no substitute for being genuinely appreciated by consumers. "At the end of the day, you need to be the best brand that people recommend," concludes Ray.