Aimie
“Hi, can you help me write a professional text with a fashionable tone?”
That’s how Heidie often begins her conversations with ChatGPT – now a key player in her creative workflow for sales and marketing. What started as an experiment has turned into an everyday collaboration with AI.
Aimie sat down with Heidie, founder of the Danish shapewear brand LYKKELAND ateliér, to hear how she began using AI in her business. Her story is a great example of how small companies can use technology in simple yet powerful ways.
From hesitant to hands-on: Getting started with AI
With just two full-time employees, Heidie knows the realities of running a small business – juggling branding, logistics, and marketing on a tight budget and timeline. In the early days, producing and translating content for different markets took both time and money. AI seemed like a futuristic luxury: “probably difficult and expensive.”
But a practical need changed everything.
“I think it started with Zalando. We were joining the platform and had to provide a ton of product data in German. That became the starting point for using ChatGPT. That’s when we thought: We need to figure out how this works.”
That first step into AI opened the door to more efficient – and more creative – ways of working. Today, Heidie uses ChatGPT to translate, rewrite, and refine product texts for international markets. She’s also started using digital tools to plan and schedule her social media content more efficiently. Together, these tools save her both time and money – resources she can now spend elsewhere in her business.
AI as a creative collaborator
When launching a new collection, ChatGPT is part of Heidie’s storytelling process. It helps her shape compelling narratives that reflect the theme and tone of each collection – always with her brand voice in mind.
“Then I ask: can you help rewrite this? I’d like to include these words. Sometimes it takes a few tries. Then I might look at it the next day and think, wow, this phrase is so strong – it might even end up as the collection title. That’s amazing!”
For Heidie, AI doesn’t just make things easier – it makes them better. It helps her sharpen ideas, test new angles, and push creative boundaries. And when you’re a small team, having a reliable partner in the creative process can make a world of difference.
Heidie’s advice for AI beginners: Start small
Getting started with AI doesn’t require technical skills or a big investment – just a willingness to try.
“I’d really, really recommend just diving in and trying it out. Play with it. Because I know how much we entrepreneurs struggle – we’re fighting time, we’re fighting budgets – and there’s so much to gain from using AI.”
That down-to-earth mindset is key. By starting with small, manageable tasks, Heidie quickly saw the potential of AI – and now, it’s a natural part of her day-to-day work.
Next stop: AI-generated images
Heidie’s next step is exploring image generation for marketing. Instead of organizing time-consuming photo shoots for every campaign, she plans to create visuals for social media with AI – freeing up resources for major campaigns when it counts most.
“I’m really looking forward to exploring more great AI tools. I’m sure there are many great ones that will further elevate my business and help me stay competitive.”
A tool for the real world
Heidie’s journey with AI isn’t about chasing trends – it’s about making smart, sustainable choices as a small business owner. With tools like ChatGPT and LATER, she’s not just saving time – she’s building a more flexible, creative, and resilient brand.
And for others wondering where to begin? Her message is simple: just start.