A project where Kiehl’s Scandinavia trusted us with their very first fully AI written blogposts.

The brief requested ten SEO-optimised blog articles, created with and written by AI with the aim to shorten the estimated time of delivery and therefore costs.

Before writing a single article, I developed a nordic tone of voice document for Kiehl's — one that captured not just vocabulary and style, but the way the brand thinks about its ingredients, its customers, and its relationship to science and nature - with the nordic customer in mind. That document became the foundation for a custom GPT, trained specifically for this project.

The result was a workflow that was faster and leaner than traditional content production, without sacrificing the quality that a brand like Kiehl's requires. Each article was SEO-optimised, on-brand, and written to sit naturally alongside the rest of their content.

All ten articles went live on the Kiehl's website in 2025. The client requested no edits.