Artificial intelligence is now commonly incorporated into marketing strategies by brands, but its use must be handled with care to avoid criticism from consumers. Companies are increasingly developing comprehensive guidelines on how they implement AI tools for public-facing campaigns. While Coca-Cola has embraced AI-generated advertisements despite some initial negative feedback, REI withdrew an AI-created advertisement from Facebook following consumer complaints, noting that it did not align with its sustainability values.
A closer look at Boll & Branch reveals a unique approach to integrating AI into marketing. Known for premium home goods, Boll & Branch primarily conducts sales through its direct-to-consumer website and retail locations. The company has gradually integrated AI technologies to enhance the production of imagery and copy for its marketing initiatives. Kristen Deyco, the chief creative officer of Boll & Branch, has spearheaded the AI tool integration and shared insights into the company’s strategic approach in a recent podcast discussion.
Playbook for AI Integration
Boll & Branch has established key guidelines for the effective use of generative AI in creating campaign content. The company’s strategy specifies when AI is appropriate for developing creative materials and outlines situations where its use may not be beneficial. The aim is to ensure AI tools enhance the creative process without compromising brand values or authenticity.
Balancing Creativity and AI
In the recent podcast, Deyco discussed the principles that guide the company’s use of AI in marketing, emphasizing the importance of maintaining a balance between human creativity and AI efficiency. Boll & Branch seeks to utilise AI tools to expedite the creative workflow while ensuring the final outputs are authentic and resonate with their brand essence.
Reporting based on coverage first published by modernretail.co.