Navigating AI Strategies: How Boll & Branch is Integrating Generative AI into Direct-to-Consumer Marketing

Navigating the AI Landscape: How Direct-to-Consumer Brands Are Crafting Their Strategies

In the ever-evolving world of retail, direct-to-consumer (DTC) brands are adapting with remarkable agility, particularly in their incorporation of artificial intelligence. As the digital marketing landscape shifts, these brands are learning to harness AI technology not just as a tool, but as a pivotal component of their strategy. A prime example of this innovative approach can be seen in the bedding brand Boll & Branch, which recently showcased its AI playbook at Digiday Media’s AI Marketing Strategies event.

Embracing AI: A Philosophy Grounded in Humanity

Katia Unlu, Chief Commercial Officer at Boll & Branch, articulated a straightforward yet profound philosophy guiding the brand’s AI implementation: “We use it everywhere where it can remove friction but not replace humanity.” This approach underscores the company’s commitment to maintaining genuine human connections while leveraging AI to enhance efficiency.

Streamlining Internal Workflows

One of the primary applications of AI within Boll & Branch is optimizing internal workflows. The company utilizes Google Suite for its core communications, complemented by Notebook LM for reporting purposes. This integration not only simplifies weekly recaps and updates but also enhances collaboration among team members. By storing past prompts, Notebook LM automates the synthesis of information, ensuring a seamless transition from one session to the next.

Controversy in Marketing: AI Imagery

While the use of generative AI tools can streamline processes, it also raises questions about authenticity, particularly in marketing. Unlu pointed to the recent backlash against Super Bowl ads that relied heavily on AI-generated visuals as a cautionary tale. Boll & Branch navigates this controversy by employing generative AI for specific scenarios, such as when crafting intentionally surreal marketing graphics.

For instance, in promoting a new “buttercup” yellow color for their spring collection, the brand created whimsical images featuring oversized flowers and shopping bags. Yet, when it comes to depicting relatable scenes—like families enjoying their products—the company chooses to use authentic, human-created content. Unlu emphasizes, “We’re not using AI to fake reality… If it looks ‘too real,’ we won’t use it.”

Enhancing Media Planning and Influencer Outreach

Boll & Branch is also tapping into generative AI for media planning and sourcing new marketing ideas. By leveraging tools like ChatGPT, the brand identifies potential influencers by analyzing similar campaigns. For media placements, Unlu mentioned using AI-driven searches to discover new podcasts for advertising, reinforcing their strategic approach while still prioritizing human vetting of potential partners.

Listening to Consumer Needs Through AI

Utilizing AI search engines extends beyond marketing; it provides insights into consumer behavior. Boll & Branch continually queries chatbots to understand what potential customers seek from both their own brand and competitors. This data-sharing culture has prompted meaningful changes in the company’s approach. For years, Boll & Branch avoided certain marketing terms like "high thread count" to differentiate their products. However, a shift in perspective occurred when Unlu’s team recognized the need for transparency, leading to adaptations in their FAQs and customer service prompts.

The Path Ahead: Continuous Adaptation and Learning

Nevertheless, the future of AI in marketing remains unpredictable. As Unlu aptly noted, the company acknowledges the necessity of ongoing experimentation and learning. “We use AI as an efficiency play,” she stated, asserting that while AI serves to bolster operational capabilities, it is not intended to craft the brand’s narrative.

Conclusion

As direct-to-consumer brands navigate the complexities of integrating AI into their operations, Boll & Branch serves as a compelling case study. By balancing efficiency with authenticity, the brand showcases a thoughtful approach to embracing technology while remaining grounded in its core values. As the landscape evolves, it will be fascinating to see how other companies carve out their own AI playbooks, continually learning and adapting to stay ahead in the competitive market.