NBC News · 12 Sep, 13:11 · Artificial Intelligence briefing

How L.L.Bean embraces its old-school roots: Brick-and-mortar stores, print catalogs, no AI

L.L.Bean has reaffirmed its commitment to traditional retail methods, explicitly rejecting artificial intelligence in favour of brick-and-mortar stores and print catalogues.

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The briefing

The story
in brief.

What happened, who it affects, and why it landed on our intelligence desk — in plain English, sixty seconds or less.

L.L.Bean has reaffirmed its commitment to traditional retail methods, explicitly rejecting artificial intelligence in favour of brick-and-mortar stores and print catalogues. This strategic decision underscores a deliberate return to heritage values, prioritising tangible customer experiences over digital automation. The move signals a distinct divergence from the prevailing tech-driven industry trend, highlighting that established brands may still find competitive advantage in physical presence and classic marketing channels rather than emerging digital tools.

Employer demand for Strategic Marketing skills — indexed growth since 2019
Indicative index of skill mentions in professional job postings for the field this story moves (2019 = 1)

Your move

What this means
for your career.

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This development challenges the assumption that AI adoption is universally beneficial for retail careers. Professionals in marketing and customer experience must now demonstrate versatility, mastering both digital analytics and traditional brand stewardship. You should focus on developing skills in physical retail management, print media strategy, and heritage brand positioning. While AI expertise remains valuable, understanding when to prioritise human-centric, offline engagement is equally critical. Smart professionals will diversify their portfolios, gaining proficiency in omnichannel strategies that balance high-tech efficiency with high-touch personal service. You must learn to articulate the business case for non-digital investments, proving that tangible experiences drive loyalty in an increasingly virtual world.

For this story, the fields that convert it into pay are Strategic Marketing, AI in Fashion, Business And Management and Digital Marketing — exactly the programmes matched below. The chart shows the indicative salary uplift certified professionals report in each of those fields; every one of them is a click away, from £79, finishing in as few as 20 days.

Indicative salary uplift in the fields matched to this story
Indicative ranges from published continuing-education salary studies, by field — each field is a recommended course below

Matched to this story

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