Meghan Markle has been accused of using artificial intelligence for the branding of her lifestyle company, As Ever, after observers noticed a striking resemblance to the website copy of a San Francisco-based business called Lil Olives. The Duchess of Sussex, 44, launched As Ever in April 2025, coinciding with the debut of her Netflix series, With Love, Meghan.
Similarities spotted
According to a report on the Substack newsletter Paula Froelich: Uncensored, Meghan is alleged to have used AI to craft a statement on her brand's official website, which closely mirrors one published by Lil Olives. Critics claim both texts overuse what they describe as meaningless AI-favored words such as “quiet,” “slow,” “love,” and “soft.”
Brand descriptions
As Ever markets itself as selling “sweet things made slowly, meant to be shared often” presented in “keepsake boxes.” In contrast, Lil Olives—founded by Danya Ghutta—sells “heirloom” dresses “inspired by European summers… Made in limited quantities, for the girls who twirl.”
Paula Froelich: Uncensored wrote: “Both statements were so similar in tone, content, and (most importantly) in triggering my gag reflex, I decided to run them by their original author, Google’s Gemini/Claude AI.”
AI analysis
According to the Substack, Gemini—an AI tool—concluded that the As Ever text is “almost an exact clone of the Lil Olives copy you just looked at, simply swapped with a royal branding theme.” The tool stated: “An AI generator has taken the exact same structural skeleton and 'mad-libbed' it for a lifestyle brand… It follows a rigid narrative formula, simply swapping the nouns to fit the specific prompt.”
Product overlap
Notably, Lil Olives sells accessories with crown references, a dress featuring the word 'Duchess' in its name, and a dress called 'Camellia,' which bears a resemblance to Queen Camilla. This has fueled further speculation about the similarities between the two brands.
The accusations come shortly after Meghan faced similar claims regarding a speech she delivered in Geneva, which focused on technology and child safety. An insider told RadarOnline that the wording felt “unusually polished, repetitive, and rhythmically structured,” leading some critics to believe it “carried the hallmarks of AI-assisted drafting.”
The Daily Express has reached out to representatives of As Ever for comment.
