"Unlu said the brand's philosophy for using generative AI is straightforward. "We use it everywhere where it can remove friction but not replace humanity," Unlu said. Boll & Branch first and foremost uses AI to manage workflows across teams. Take, for example, Google Suite, which primarily powers the company's internal communication. The company also uses Notebook LM heavily for reporting, which integrates directly with Google Drive, helping to cut down on the marketing team's weekly reports and recaps."
"She said, for its part, Boll & Branch creates AI-generated imagery when the content is intentionally surreal or obviously detectable to customers. For example, Boll & Branch is launching a "buttercup" yellow color this spring. Unlu said the marketing used generative AI to make images of large flowers or oversized shopping bags. However, for imagery of a family, the company uses owned creatives or influencer-created content."
The brand applies generative AI where it reduces friction without replacing human judgment. Internal tools include Google Suite for communication and Notebook LM for reporting, which integrates with Google Drive and saves previous prompts to auto-generate weekly recaps and syntheses. Marketing uses AI-generated imagery when the output is clearly stylized or intentionally surreal, such as oversized flowers or exaggerated props tied to a new color launch. The company avoids using AI to create hyperreal images of people, instead relying on owned creatives or influencer-created content for family imagery. The brand is beginning to use ChatGPT for media planning and marketing sourcing.
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