Adapting to AI search is a muscle memory problem, not a hacking problem — at least that’s how Stanley 1913 sees it.The brand could chase quick wins the way some competitors have, gaming its way into AI recommendations. Instead, it’s playing the long game, treating this less as a sprint than a marathon it needs to actually train for.
That means rethinking not just what Stanley 1913 says about its products, but how it’s structured. To do so, the brand is building clearer links between product features and customer benefits, adding product-level FAQs and care instructions, usage guides around the kinds of questions people actually ask AI engines — on gifting, hydration, fitness, travel, hosting, lifestyle.
“It’s about ensuring our authentic brand experiences translate into natural-language answers without losing the human touch,” said chief brand officer Kate Ridley.
The gap became obvious around occasion-based marketing. Stanley 1913 had built plenty of visual content around Mother’s Day, Teacher Appreciation Week and Nurse Appreciation, but it was heavy on imagery, light on explanation. Or as Ridley explained, “We weren’t necessarily writing copy that was really detailing the use, the occasion and why it was a great gift option. Now we recognize that’s actually really important for LLMs.”
