Use of AI
Use of AI
Artificial Intelligence at Boston Proper
Creativity evolves. Our commitment to the fashion doesn’t.
At Boston Proper, we’re always exploring new ways to bring our fashion stories to life. That includes thoughtfully using artificial intelligence as one of the creative tools that can help us imagine inspiring settings, enhance visual storytelling, and create more ways for you to experience our collections.
What matters most is that you can shop with confidence.
AI may help us create the world around the fashion. It does not change the fashion itself.
How We Use AI
Some of the text, imagery, video, or other creative content you see on BostonProper.com or in our marketing may be created, enhanced, or edited with the assistance of artificial intelligence.
We may use AI to help with things like creative environments, backgrounds, presentation, visual storytelling, or other aesthetic and technical elements.
Whenever we use these tools, our goal remains the same: to inspire you while representing our products accurately.
AI-Enhanced or AI-Generated Imagery
Images identified as AI-enhanced or AI-generated may have been edited, modified, or created using artificial intelligence for creative, presentation, or technical purposes.
What AI doesn’t change is just as important.
We do not use AI with the intention of altering the appearance, fit, color, design details, materials, or quality of the garment you’re shopping.
The product you see is intended to accurately represent the piece you’ll receive.
Because the details matter—from the silhouette and fabrication to the color and finishing touches—we want what arrives at your door to live up to what first caught your eye. That focus on thoughtful fit, fabrication, wearability, and details is also central to how Boston Proper develops its clothing.
Our Approach to Responsible AI
We believe new technology should make the experience more inspiring—not less trustworthy.
That’s why AI-assisted creative content is used with human direction and oversight. We review our work with the same care we bring to the fashion itself, with the goal of keeping our imagery and messaging clear, appropriate, and true to Boston Proper.
Technology may evolve. Our commitment to transparency and your confidence stays the same.
Frequently Asked Questions
Do you use AI-generated imagery?
Yes. We’re beginning to use AI technology as one of the creative tools that helps us showcase our fashion in fresh, inspiring settings and bring more of our styling stories to life.
What AI doesn’t change is just as important. We do not use AI with the intention of altering the appearance, fit, color, details, or quality of the garment you’re shopping. The product you see is intended to accurately represent the piece you’ll receive.
For us, AI is simply another way to create the world around the fashion, not change the fashion itself. Because when you find a look you love, we want you to feel confident that what arrives at your door lives up to what caught your eye.
The setting may be imagined. The style is authentically Boston Proper.
How will I know when an image uses AI?
When appropriate, imagery that has been materially generated or modified using artificial intelligence may include an AI identifier or disclosure so you can easily understand how the creative was produced.
Does AI change how the clothing looks?
Our intention is no. AI should not change the essential characteristics of the product you are considering, including its color, silhouette, design details, materials, or intended fit.
We want the fashion you fall for online to be the fashion you’re excited to wear when it arrives.
Why does Boston Proper use AI?
Because creativity never stands still.
AI gives our creative teams another way to build inspiring worlds around our fashion, explore new storytelling possibilities, and show you more of the attitude, versatility, and energy behind a Boston Proper look.
The technology is new. Our point of view isn’t.
The Setting May Be Imagined. The Style Is Authentically Boston Proper.
Bold fashion. Thoughtful details. Confidence in every look.
Shop with confidence. Wear it like no one else.