Dollar Shave Club launched its "250 Years. No BS. Still Free" campaign on July 1, 2026, using generative AI created by its in-house team (Modern Retail). The digital ad series features America's forefathers in hyper-stylized images fighting back against big razor monopolies, promoting the brand's $2.50 starter kits. Chief brand and innovation officer Laura Higgins said the campaign was completed in about three weeks, from conception to launch, using Claude and Higgsfield AI tools to execute multiple video iterations while maintaining significant human creative input (Modern Retail).
Higgins emphasized that generative AI is a tool rather than a full strategy, allowing the small in-house creative team to bypass legacy agency models and execute campaigns faster (Modern Retail). The company has tested several AI-generated ads over the last six months, including a successful electric razor campaign in June and a women's line launch spot in April, both of which leaned into the brand's comedic voice. For commerce practitioners, this demonstrates how AI can compress production cycles and reduce dependency on external agencies, though Higgins acknowledged the need to remain transparent about AI use and avoid customer perception of deception.
Klaviyo's chief marketing officer Jamie Domenici noted that Dollar Shave Club's approach signals broader shifts in content creation economics, but cautioned that AI's effectiveness depends on brands understanding their customers well enough to ensure relevance and consistency (Modern Retail). Regulatory clarity is emerging; New York State recently passed a law requiring disclosure when advertisements include generic AI (Modern Retail). Higgins indicated the brand plans to continue using AI selectively to move faster while maintaining irreverent, funny creative that aligns with brand voice.