Boll & Branch, a premium bedding and home essentials brand, is taking a measured approach to generative AI in marketing, developing specific playbook pillars for when and how to use AI-generated content in campaign images and copy. The brand, which operates primarily through direct-to-consumer channels and retail stores, has been gradually integrating AI tools into its creative process while establishing clear boundaries on their application.
The company's approach reflects broader industry tension: while some brands like Coca-Cola have doubled down on AI-generated ads despite initial backlash, others like REI have pulled AI-generated content after consumer criticism. For commerce practitioners, Boll & Branch's playbook-driven strategy—defining specific do's and don'ts for using generative AI to accelerate creative workflows—offers a middle-ground model that prioritizes brand integrity and consumer trust over pure efficiency gains.