Dollar Shave Club already makes 90% of its advertising in-house. Its new brand boss wants AI to close the rest of the gap.
“We are 90% in-house,” said Dollar Shave Club’s chief brand and innovation officer Laura Higgins, when asked how much of the brand’s advertising is done internally. Asked if that figure could climb further as AI becomes more embedded in how her team works, she said: “I hope so.”
It’s not because she believes agencies are heading for extinction. On the contrary, the former Procter & Gamble marketer thinks they still have plenty to offer — just less for a challenger brand of Dollar Shave Club’s size that leans on being nimble and fast rather than farming out its “irreverent” voice. AI, in her telling, just compounds that advantage.
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