AI Use Policy – Billie Swim

At Billie Swim, we’re building more than just a swimwear brand—we’re creating a movement rooted in intentionality, responsibility, and forward-thinking values. As a small, independent label, every choice we make reflects our commitment to sustainability, creativity, and the women who inspire us.

Why We Use AI

We use AI-generated imagery as a creative and strategic extension of our brand. It allows us to visualize ideas, explore concepts, and communicate moods—quickly and efficiently—especially during the early phases of design and storytelling. As a small team, AI helps us stay nimble without compromising on vision or quality.

A Sustainable Choice

Photoshoots—while beautiful and important—come with a significant environmental footprint.

For example:
One flight from Amsterdam to Southern Italy emits approximately 200 kg of CO₂ per person. For a team of five, that’s over 1,000 kg of CO₂ just for travel.

One studio photoshoot can generate up to 50 kg of waste, from shipping, packaging, props, and single-use materials.

By contrast, generating an AI image typically uses around 2 to 6 grams of CO₂ per image.

Even generating hundreds of images would result in less CO₂ than a single short-haul flight.

In short:

Using AI thoughtfully helps us dramatically reduce emissions, avoid wasteful production, and minimize unnecessary travel. It’s one of the many small but meaningful choices we make to grow Billie Swim sustainably.

Our Standpoint on Women

Billie Swim is founded by women, for women. Our mission is to represent real, diverse, empowered bodies with honesty and care. When using AI, we hold it to the same standard: no unrealistic beauty filters, no over-sexualization, no distortion of what it means to be a woman. We curate AI-generated imagery with the same intent we bring to everything we do—to uplift, not to objectify.

Transparency & Trust

We’re committed to being transparent about the fact what we use AI and why. We’ll always distinguish between imagined visuals and real ones—because honesty matters.

Our goal is simple: to design swimwear that helps women feel incredible, in a way that is ethically sound, creatively bold, and mindful of our future.