Boll & Branch Unveils Strategic AI Guidelines to Navigate Evolving Advertising Landscape
With generative AI rapidly shaping new advertising methods, Boll & Branch is adopting a deliberate stance to ensure that the use of artificial intelligence is both responsible and authentic. Many companies are embracing AI, but chief creative officer Kristen Deyco reveals that Boll & Branch has developed a dedicated playbook to prioritize both innovation and staying true to the brand’s identity.
Industry Brands Rethink Use of AI in Marketing
Brands in every sector now regularly use artificial intelligence for marketing, though the trend has given rise to quick consumer backlash against what is seen as impersonal or mass-produced campaigns, sometimes known as “AI slop.” Despite receiving criticism, Coca-Cola has recommitted to AI-powered storytelling in its advertising. Conversely, REI chose to pull an AI-generated advertisement from Facebook following negative feedback, clarifying that such AI-generated content conflicted with its environmental values (see details).
Boll & Branch’s Guiding Principles for AI Integration
Best known for its high-end bedding and home products, Boll & Branch primarily sells directly to consumers through both its website and retail locations. As generative AI unlocks new potential for content creation and ideation, CCO Kristen Deyco and her team have detailed a careful framework describing when and how AI tools should be used.
The company’s playbook lays out firm principles for the inclusion of generative AI in marketing efforts, focusing on harnessing AI for efficiency and scale while ensuring brand reputation, style, and customer trust remain intact. Deyco notes that the strategy involves purposeful decision-making: deploying AI where it clearly supports the creative process, but keeping a strong layer of human oversight, especially for materials that interact directly with customers.
Setting Boundaries: Where Human Creativity Prevails
Boll & Branch recognizes that not every project is suitable for generative AI input. The company takes a selective approach, considering the pros and cons of AI for each campaign. For core branding, where trust and emotional connection matter most, the brand steers clear of AI-generated visuals or text. Deyco states that while AI speeds up repetitive or initial draft tasks, maintaining the company’s distinct quality and alignment with its identity remains the responsibility of the team.
By resisting the impulse to blanket their marketing with AI-generated assets, Boll & Branch sets itself apart from brands that have quickly adopted AI and sometimes faced consumer backlash. Their approach demonstrates a nuanced understanding of both the potential and the sensitivities that come with integrating new technology into creative industries.
Dos and Don’ts: Lessons from Boll & Branch’s Experience
Through their journey, Boll & Branch has highlighted clear best practices for ethically using AI in advertising. According to their guidance, AI should be used for speeding up the ideation process or shaping minor campaign elements, provided human checks remain thorough. However, relying heavily on automated content for foundational brand communication or material that could impact customer perception is discouraged.
Kristen Deyco elaborates on this balanced approach and the collaborative process behind building their AI playbook in a recent Modern Retail Podcast episode. The conversation details how creative teams, marketing leaders, and customers continue to interact as AI’s role evolves.
As generative AI opens new doors and presents fresh challenges to advertisers, Boll & Branch’s thoughtful, principle-based model stands out as a guide for other brands committed to progressing with technology while maintaining strong customer relationships and brand integrity.