Goat Milk Meets Machine Learning: How Beekman 1802 Keeps AI Human

AI is reshaping how brands connect with consumers, and Beekman 1802 is proving that technology can actually make marketing feel more human. Known for its goat milk skincare and compassionate brand ethos, Beekman 1802 has embraced artificial intelligence not as a replacement for creativity, but as a partner that sharpens it. Chief Digital Officer David Baker describes AI as a tool that helps the team better understand their audience and move faster while maintaining authenticity. Partnering with analytics firm Bezel, the brand analyzed its CRM and Shopify data through large language models to identify key customer personas — such as “Budget Betty,” the value-focused yet innovation-loving shopper, and “Luxury Linda,” who prioritizes efficacy and sophistication. These insights now guide everything from campaign strategy to product messaging.

Using these AI-driven insights, Beekman 1802 developed a custom “prompt flow” that turns data into campaign ideas in minutes. The process starts by reminding the AI model of the brand’s identity — clean, clinical, ingredient-forward skincare — before defining the target audience and generating motivators, themes, and calls to action. What once took weeks of creative development now takes under an hour. Baker emphasizes that the team’s role has evolved from writers to editors, refining AI’s ideas rather than starting from scratch. This shift has led to measurable results: double-digit improvements in return on ad spend and greater efficiency in customer acquisition, all while keeping Beekman’s storytelling grounded in human connection.

AI now touches nearly every part of Beekman’s operations. Through Postscript’s “Shopper” tool, the brand uses AI to personalize SMS marketing — determining the best times and messages for each customer based on their shopping habits. It’s also leveraging AI to source creators not just by follower count, but by tone and style, ensuring collaborations align with Beekman’s friendly, genuine brand voice. Looking ahead, Baker is most excited about AI’s potential in analytics and forecasting, helping the company better predict inventory needs and understand retail and DTC performance in real time.

For the professional beauty industry, Beekman 1802’s approach offers an inspiring blueprint for how to merge innovation with integrity. AI can empower beauty brands to tailor experiences, personalize marketing, and make smarter business decisions — but only when it’s guided by a deep respect for the artistry and authenticity that define the industry. The lesson is clear: technology should amplify the human touch, not erase it. In beauty, as in skincare, the magic happens when science and soul work together.

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