Client Case Study · AI Governance Pilot

HG — AI-powered marketing, built to stay compliant

HG had woven AI into its product copy, campaigns, and customer replies — in one of the most heavily policed corners of marketing. We helped the team keep that speed while staying on the right side of FTC and FDA rules, and protecting customer trust.

The Resuslts

4–6wk

To a complete governance program

6

Risk domains assessed

FTC/FDA

Anchored to the rules that govern the category

9

Deliverables — a ready-to-use program

The Context

Speed is everything — so is staying compliant

HG sells teas, vitamins, and supplements direct to consumers. Like most lean e-commerce teams, it had quietly built AI into everyday work — product descriptions, marketing copy, social posts, and replies to customer emails.

The upside is real: AI keeps a small team moving fast. But supplement marketing sits squarely inside FTC and FDA enforcement, where a single phrase can turn a lawful claim into an unlawful one. And customers were sharing personal health concerns they expected to stay private. HG wanted to keep the speed without the exposure.

The goal was never to slow HG down. It was to let them use AI fast and stay on the right side of the rules.

About HG

HG is a direct-to-consumer health and wellness brand selling teas, vitamins, and supplements online. Like many growing e-commerce teams, it leans on AI across marketing and customer communications to do more with a small staff — producing product copy, campaigns, and customer replies at speed.

Health & wellness

Category

DTC e-commerce

Business model

Supplements & teas

Product range

Small team

Company size

Our Approach

A profile-specific assessment, not a template

1

Inventory

Cataloged every AI tool in use — official and informal — with the data flowing through each and how it was adopted.

2

Risk Assessment

Scored each tool across six domains with a Likelihood × Impact matrix, calibrated to HG’s supplement-market exposure.

3

Recommendations

Turned the findings into prioritized, realistic actions a small team can actually run — plus policies and training.

What the Engagement Established

Governance now in place across HG’s AI use

Content Compliance Review

Every AI-generated marketing and product claim is checked against FTC/FDA rules before it goes live — the single highest-leverage control for this business.

Customer-Data Rule

Personal and health-related customer information stays out of consumer AI tools; sensitive use moves to tiers with data protection.

Account Hygiene

Individual logins, multi-factor authentication, and an offboarding step that revokes AI access when someone leaves.

Vendor Awareness

A documented view of which workflows depend on AI, an annual terms-of-service review, and a fallback option.

AI Use Policy & Literacy

A plain-language acceptable-use policy and short training, so the whole team understands what’s allowed — not just the founder.

The Insight That Made the Difference

One review step protects the two things that matter most.

In supplement marketing, the two places AI can hurt a brand most are accuracy and compliance — and they share a single root cause: AI confidently writing health claims it doesn’t know are off-limits. So the highest-leverage move wasn’t a long list of fixes. It was one — a compliance review on AI-generated content — that protects both at once.

The Payoff

What this means for HG

The engagement left HG with a working governance program — a content-review habit that keeps marketing compliant, clear rules for customer data, and a team that knows the lines. Not a binder nobody opens. Here’s what that unlocks:

1

Confidence to market fast. AI keeps producing copy and campaigns — now with a compliance check that keeps claims on the right side of FTC and FDA.

2

Customer trust, protected. Clear rules keep personal and health-related information out of consumer AI tools.

3

Fewer everyday security gaps. Individual accounts, MFA, and offboarding close the holes small teams most often miss.

4

A shared standard. An AI use policy plus literacy training so the whole team works to the same bar — not just leadership.

“ Add a one- or two-sentence quote from the HG team here — ideally on the confidence to keep using AI for marketing without worrying about compliance. ”

— Name, Title, HG

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