Flawless Safety Meets Performance Lift

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About

Building Trust in an Industry Where Safety Matters Most

Coterie is a modern baby care brand known for its science-backed, parent-approved products. Operating in a highly regulated industry, Coterie holds itself to the strictest standards — not only in product formulation, but also in customer communication. Inaccurate or noncompliant claims can risk brand trust and regulatory penalties. As Coterie scaled, the need for AI-powered assistance grew — but only if it could meet the brand's exceptionally high bar for safety and compliance.

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Challenge

Launching AI Without Risking FTC Compliance

Coterie required that any AI-powered assistant adhere strictly to legal and brand language guidelines around product efficacy, safety, and claims. The company’s legal and brand teams provided an extensive list of approved and restricted language. The challenge was clear: create a smart assistant that could meaningfully engage customers without ever crossing a regulatory line.

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Solution

Envive AI with Built-In Safety Architecture

Before launching, Envive AI underwent rigorous testing against Coterie’s compliance criteria. Trained using Coterie’s own brand content — including user reviews, product catalogs, and order data — the model was tailored to align with internal policies and brand voice from the start.

Envive’s proprietary 3-pronged approach to AI safety proved essential:

1. Tailormade Models: Unlike general-purpose models trained on internet data, Envive’s models are grounded in a retailer’s own digital footprint. This ensured that every output reflected Coterie’s approved language and values.
2. Red Teaming: Envive proactively tested its model by simulating adversarial scenarios — identifying and eliminating risks before customers ever saw them.
3. Consumer Grade AI: Rather than relying on prompt tricks, Envive aligned the model itself with Coterie’s tone, values, and content standards, resulting in safe, on-brand performance across every conversation.

Results

Safe Conversations, Real Business Impact

• Total Sessions: 56,305
• Conversion Rate: 6.76%
• Compliance Violations: 0

The Envive-powered AI assistant went live with flawless performance — handling thousands of conversations without a single compliance issue. Even more impressive, it delivered real business results, driving a significant lift in conversions while safeguarding Coterie’s brand integrity.

Conclusion

Safety Doesn’t Have to Sacrifice Scale

Coterie’s success proves that safety and performance are not mutually exclusive. With Envive, the team was able to launch an AI assistant that not only met strict legal requirements but also exceeded growth goals. By prioritizing brand-aligned training data, rigorous safety testing, and true model alignment,

Envive AI ensured every conversation helped customers — without putting the brand at risk.