From Boll & Branch to Bogg, brands battle a surge of AI-driven return fraud

This story was originally published on sister site, Modern Retail.

A couple of weeks ago, Scott Tannen, the CEO of home goods brand Boll & Branch, noticed something strange about a recent customer service ticket. A shopper claimed a set of sheets had arrived torn and submitted photos as proof. 

But almost immediately, Tannen sensed something was off. The rip didn’t resemble the way cotton actually frays, and one image even carried an artificial intelligence watermark. The “damage” appeared to have been generated by AI. 

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