American Eagle
Continuing to pioneer scalable AI solutions to fuel commerce and creative agility
The objective
Bringing the product catalog to life
As a long-standing partner and always-on advertiser, American Eagle continues to lead the way in digital innovation by testing first-to-market solutions that drive measurable business outcomes. In collaboration with TikTok and its agency of record, Ovative Group, American Eagle set out to explore AI-powered creative tools that could streamline production, expand product visibility, and accelerate performance.
With a focus on unlocking efficiency and speed to market, the team identified TikTok Symphony's avatar try-on solution, Showcase Products, as a game-changing opportunity to reimagine how products are brought to life—visually, verbally, and at scale.
The solution
Scaling creative with Showcase Products
Through Showcase Products, American Eagle was able to produce high-impact video content featuring AI-generated avatars modeling apparel from across their catalog. This approach enabled American Eagle to go beyond traditional photoshoot constraints, accelerating creative timelines while maintaining brand storytelling and product integrity.
The AI Try-On tool empowered the team to:
Generate product-focused avatar videos in under one hour and images in just minutes.
Feature avatar models that authentically speak to product benefits, sizing, and styling details.
Test new outfit combinations, elevate secondary SKUs, and bring visual merchandising to life at scale.
This breakthrough capability enabled American Eagle to rapidly experiment with new formats, elevate evergreen and seasonal product lines, and better connect with Gen Z shoppers—an audience already native to TikTok’s platform and culture.
The results
Driving traffic and conversions
In less than one month, American Eagle launched six unique AI-powered videos showcasing a variety of product narratives and creative styles. With full cross-functional alignment between American Eagle, TikTok, and Ovative Group, the campaign drove over 8,000 conversions and achieved a 60% higher traffic ROAS compared to business-as-usual efforts.
Even more compelling was the speed and efficiency: creative assets were produced and deployed in under 24 hours—demonstrating how AI can unlock both performance and production scale without compromise.
"Ovative is thrilled to lead the way with American Eagle by helping them be first to market with TikTok's Showcase Products feature," said Molly Tully, Paid Social Manager at Ovative Group. "We want to continue to push boundaries together and set the standard for what's next in the world of AI as it resonates to the Gen Z audience."
American Eagle is always innovating, and we are proud to be the first retailer to test TikTok’s Showcase Products. This cutting-edge collaboration showcases how we are constantly evolving with the future of advertising and engaging our Gen Z audience in ways that truly resonate.