We use AI-generated images in our social posts — here's why

An example of an AI-generated image using Dove's Real Beauty Prompt Playbook

Hey there, it's Rich here, founder of Cubbie & Co. I wanted to chat about something that's been on my mind lately: our use of AI-generated images in some of our social media posts.

You rarely see the Bear community represented in gay or mainstream media. From day one, I knew Cubbie & Co. needed to be different. I wanted our brand to reflect the real bodies of Bears.

I believe that a business's values and culture are established early on, and it was important to me we celebrated thick and hairy bodies otherwise we'd become just another gay retailer. However, as a startup, we faced some practical challenges.

What we tried first

First, we looked at stock photos from our print partners. I'll be honest, the lack of thick, hairy bearded men was shocking—it was like they'd never met a Bear in their lives!

Professional stock libraries weren't much better. Finding enough images with the same model and consistent styling was nearly impossible. Plus, most of these photos missed that special "fur-ocious and fabulous" vibe we're all about. (Yes, that's a thing for us!)

We even considered getting people from the Bear community involved. However, I firmly believe people should be paid properly for their time and effort. As a small startup, we just couldn't make that happen... yet.

Why we chose AI (for now)

Generative AI image outputs using Dove's Real Beauty Prompt Playbook

That's when we started exploring AI-generated images. I want to be clear: Generative AI has serious problems—it can perpetuate stereotypes that narrow beauty standards. We've had to work incredibly hard to counter this, crafting careful prompts that show authentic thick, hairy men of all shapes and sizes.

We're now using Dove's Real Beauty Prompt Playbook to create more representative images. It's helping us move closer to our vision of truly inclusive representation. But it's still a stepping stone, not our final destination.

Transparency is crucial to us. That's why we follow Meta's guidelines and always mark our AI-generated content on platforms that allow it. When you see these posts, understand they're part of our journey, not our ultimate goal.

The future

The dream is to feature real Bears wearing our designs in real locations. And we're already moving in that direction! We've started sharing samples with Bears to try on, wear, and share their experiences. When you see these collaborations happening (and you will!), we'll make sure you know about it.

Until then, we're working hard to balance practical realities with our commitment to representation. Every decision we make, including this one, comes back to one crucial question: when our community looks at our content, do they see themselves reflected back?

Because Cubbie & Co. isn't just about clothes—it's about celebrating our community in all its furry glory. Sometimes that means making practical choices while working towards bigger dreams.