Case Study: Mutabor Builds Branded AI Images For Henkel with Bria For Enterprise Use

Mutabor initially experimented with multiple AI image generation platforms, including Stability AI, OpenAI's DALL-E, Flux, and Adobe Firefly, in its quest to modernize content creation workflows. While these tools delivered varying degrees of creative quality and speed, each presented critical compliance gaps when evaluated against the EU AI Act's stringent requirements for transparency, data provenance, and copyright assurance. Stability, DALL-E, and Flux—all trained on scraped web data—were unable to provide the clear attribution chains or licensing documentation that Henkel's legal team required, while Adobe's solution, despite its indemnification promises, lacked the flexibility needed for Henkel's specific brand customization requirements.

The mixed results highlighted a fundamental challenge: consumer-grade AI tools might generate impressive visuals, but they weren't built for enterprise governance needs, leaving Henkel searching for a solution that could deliver both creative excellence and regulatory compliance—ultimately leading them to Bria's fully licensed, EU AI Act-compliant platform.

Despite the sophisticated AI capabilities that Mutabor has built into Henkel's content generation platform, human creative directors and brand managers remain essential orchestrators of the final output. The AI excels at rapidly generating variations and executing technical specifications, but it requires human expertise to evaluate nuanced brand alignment, cultural sensitivity, and strategic messaging that goes beyond algorithmic parameters. Mutabor's designers guide the AI through iterative refinement cycles, making critical decisions about which generated concepts truly capture Henkel's brand essence and market positioning—judgments that require understanding context, emotion, and subtle creative choices that AI cannot fully replicate. This human-in-the-loop approach transforms AI from a potential replacement threat into a powerful amplification tool, where technology handles the heavy lifting of production. At the same time, human creativity focuses on strategy, taste, and the ineffable qualities that distinguish truly compelling brand content from merely adequate visuals.

Bria's successful implementation with Mutabor and Henkel exemplifies a new paradigm for enterprise AI adoption—one where compliance, creativity, and control converge seamlessly. While competitors force enterprises to choose between innovation and legal safety, Bria's licensed data foundation and EU AI Act compliance eliminate this false dichotomy, enabling companies to deploy generative AI confidently at scale. The platform's proven ability to deliver brand-specific customization, provide complete copyright indemnification, and maintain human creative control demonstrates that enterprises don't need to compromise their standards to embrace AI transformation. As more organizations face mounting pressure to accelerate content creation while navigating complex regulatory landscapes, Bria's model—built on licensed training data, transparent attribution, and enterprise-grade governance—provides a definitive blueprint for responsible AI deployment. The Henkel case demonstrates that when enterprises opt for infrastructure tailored to their specific needs, rather than retrofitting consumer tools, they unlock not only efficiency gains but also a sustainable competitive advantage in the AI-powered future of brand content creation.

 

Katharina Roscher

As a Corporate Director Brand Tech & Ecosystems at Henkel, Katharina shares her perspective on how leading companies can embrace responsibility in AI innovation and reveals key learnings from her journey. 

 

Niklas Karbowiak

As an expert in the strategic and practical integration of AI projects, Niklas explores how to connect strategic AI consulting with creative excellence and scale it successfully. 

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