In the first episode of our limited podcast series, Retail Intelligence in Action, we cut through the AI hype to explore what transformation really looks like inside a fast-growing retail brand.
Our guest, Nicole Tapscott, shares how Knix, the leakproof underwear brand turned global community, is reimagining creativity, collaboration, and customer connection through AI. It’s an honest look at plotting your own AI route when there's no set roadmap, including lessons on balancing tech with what makes brands really human.
Redefining what DTC means today
Knix’s story began as a direct-to-consumer pioneer. But as the brand has grown, Nicole explains, the definition of DTC has shifted:
“DTC isn’t dead — it’s evolved. It’s about being where your customer wants to shop, whether that’s online, in-store, or through a retail partner.”
That philosophy has shaped Knix’s omnichannel expansion, from opening physical stores to partnering with major retailers, all while ensuring the brand experience feels consistent, personal, and unmistakably Knix.
Using AI to amplify creativity
When it comes to content creation, Knix faces a familiar challenge for modern brands: the need to produce more creative, more often, for more channels, without diluting quality or brand voice.
Nicole affirms that AI isn’t a replacement for creative talent; it’s an enabler:
“The opportunity isn’t in replacing models — it’s in letting creatives do what they do best: concept, cast, and create. AI helps us test and version ideas faster.”
By bringing AI into their creative workflow, Knix is finding ways to speed up iteration and experimentation, freeing up its team to focus on big ideas and brand storytelling rather than repetitive production tasks.
Enhancing the customer experience
That same mindset applies to customer care. Knix’s first AI pilot focused on improving support for online shoppers, helping them find the right products, navigate fit questions, and get answers faster.
But for Nicole, success wasn’t just about efficiency. It was about making sure AI enhances customer service, not replacing the teams that deliver it:
“It doesn’t replace our CX team — it adds a layer of proactive service that feels personal and true to our brand.”
The result has been smoother journeys, more consistent support, and a customer experience that still feels warm, real, and unmistakably Knix.
Starting small and scaling with purpose
But where do you start when there is no defined playbook? Ometria’s Djalal Lougouev underscores the importance of starting small and learning fast:
“Start with a problem that’s small enough to test but painful enough to matter. Define your success metrics upfront — otherwise, you won’t know if AI is really solving anything.”
Both he and Nicole agree that the path to meaningful transformation doesn’t start with technology, it starts with clarity. For Knix, that means every experiment has a clear purpose, measurable goals, and a direct line back to what the brand stands for.
Innovation with integrity
At every turn, Nicole comes back to Knix’s mission: empowering people to live unapologetically free. It’s the filter for every business decision, and that includes how the brand approaches AI:
“We’re curious about AI, but it always has to enhance the customer experience or make us excellent at what we do. That’s the bar.”
Knix’s approach is a powerful reminder that innovation doesn’t have to come at the expense of authenticity. When used thoughtfully, AI can be a creative catalyst, a tool that helps brands move faster, learn more, and deliver experiences that still feel deeply human.
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