Where Boll & Branch draws the line on AI-generated advertising
As companies take a stance on AI use, Boll & Branch is one of many brands integrating generative AI into their ad imagery and copy. On this week's episode of the Modern Retail Podcast, Boll & Branch Chief Creative Officer Kristen Deyco spoke about how the brand's playbook and frameworks around the use of AI.
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AI Strategies // September 12, 2026 Where Boll & Branch draws the line on AI-generated advertising By Gabriela Barkho Subscribe: Apple Podcasts • Spotify These days, it is borderline expected that brands will use artificial intelligence in at least some capacity as part of their marketing.
But, they also have to tread carefully; otherwise, consumers might slam them with “ AI slop ” allegations. As such, more companies are creating playbooks on how they approach these tools for their consumer-facing campaigns. Some, like Coca-Cola, have doubled down on using AI-generated ads despite initial backlash.
On the other end of the spectrum, there’s REI which pulled an AI-generated Facebook ad after consumer backlash, saying the use of AI does not align with the company’s sustainability mission. This episode takes a behind-the-scenes look at one brand’s approach to using generative AI in its marketing creatives.
Boll & Branch, known for its premium bedding, bath and home essentials, largely sells through its DTC website and stores. The brand has been gradually using AI tools to create imagery and campaign copy for its marketing channels.
This week, Kristen Deyco, the chief creative officer of Boll & Branch and the person who has been leading the brand’s use of AI tools for its marketing, joins the Modern Retail Podcast to discuss the playbook. This week’s podcast episode digs into: How Boll & Branch created playbook pillars for integrating generative AI content in campaign images and copy.
The company’s stance on when it does and does not make sense to use AI-generated creative. The do and don’ts of using these tools to speed up the creative process. Copy link
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This briefing is based on reporting from Modern Retail. Use the original post for full primary-source context.
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