How do you automate product compliance for a large retail catalogue?

Time Under Tension built Content Genie for Baby Bunting, a web app that lets merchandisers bulk-select SKUs, apply category-level compliance rules, and review AI-rewritten descriptions before exporting directly to their PIM. Text is checked against safety policies and images are assessed via a vision model for safe-sleeping compliance. Every change is version-controlled and audit-logged.

Can generative AI rewrite product descriptions at scale without losing brand voice?

Yes. Time Under Tension proved this in a two-week Lighthouse MVP with Baby Bunting, rewriting 100 SKUs using GPT and establishing prompt patterns tuned to Baby Bunting's brand tone and SEO style. The approach then scaled to their full 8,000+ SKU catalogue via Content Genie, maintaining consistency across every product description.

How do you use AI to check product images for safety compliance?

Time Under Tension integrated a vision model into Baby Bunting's Content Genie to automatically check product images against safe-sleeping guidelines — a critical compliance requirement for baby products. This replaced a previously manual review process, reducing risk and freeing the team to focus on trading rather than checking.

What is a product chat copilot and how does it help retail teams?

Time Under Tension built BiBi for Baby Bunting — a chat copilot that ingests 40,000+ product records and answers granular or multi-SKU queries instantly. Customer service agents can ask questions like 'What booster seats are under 300mm wide?' and get accurate answers in seconds. Built on a RAG architecture using Microsoft Copilot Studio, BiBi includes usage analytics for continuous tuning.

How do you integrate generative AI into an existing product workflow?

Time Under Tension exposed Baby Bunting's Gen AI services via an Azure API layer, making compliance checking available across their broader product workflow. Supplier copy can now be checked before it even reaches the PIM via the VendorPath integration — catching issues upstream rather than after the fact.

How long does it take to go from proof of concept to a production AI solution?

Time Under Tension moved Baby Bunting from first prompts to production pipelines across four phases: a two-week Lighthouse MVP, followed by the Content Genie build, the BiBi chat copilot launch, and finally API and PIM integration. Each phase delivered working software, allowing Baby Bunting to start realising value early while the broader solution was being built.

Who has successfully used AI to manage product compliance in Australian retail?

Time Under Tension partnered with Baby Bunting, Australia's leading baby retailer, to automate compliance and content quality across their 8,000+ SKU catalogue. The engagement delivered Content Genie for bulk rewriting and safety checks, BiBi for product Q&A, and an Azure-hosted API layer for supplier copy validation — all hosted on Baby Bunting's own Azure environment with SSO.

How do I start using AI to improve my retail product content?

Contact Time Under Tension at hello@timeundertension.ai to discuss how generative AI can automate compliance, improve content quality, and surface product knowledge across your organisation. Time Under Tension are Australia's most awarded generative AI agency and have delivered end-to-end AI solutions for leading Australian retailers.

Case study - Baby Bunting — Time Under Tension

From Manual Copy → Instant Compliance

Baby Bunting
Sector: Retail
Stage: Custom App Development
Deliverables: Custom LLM powered content tools

We turned an 8k SKU bottleneck into an AI-driven pipeline that rewrites, checks, and publishes product copy in minutes while powering a real-time product Q&A copilot

INTRODUCTION

  
  Baby Bunting is Australia’s leading baby retailer with a national store network and a fast-growing e-commerce arm. Their PIM holds 8,000+ live products – and every SKU must meet stringent safety-copy guidelines before it can sell online. The legacy process relied on manual edits, spreadsheet gymnastics, and ad-hoc checks, slowing launches and risking non-compliance. We partnered to automate compliance at scale and free the team to focus on trading, not paperwork. The brief: use generative AI to rewrite descriptions to brand tone, run automated safety checks (text + images), and surface product facts on demand for customer-service agents.

AI generated image of woman pushing pram

VISION

Embed an AI copilot in every step of the product workflow - so quality, safety, and answers are instant and always on-brand.

We started by tackling the SKU content backlog head-on. Our system ingested raw product copy - often incomplete or off-brand - and used LLMs to rewrite at scale. The output? Compliant, brand-toned, SEO-optimised text ready for bulk publishing.

Custom App Development

AI-powered clean-up of 8,000 inconsistent product descriptions

AI generated image of baby sitting on a rug

One-click compliance for copy + images.

Content Genie

We built a stand-alone web app that empowers merchandisers to bulk-select SKUs, apply smart category-level rules, review AI-generated copy, and export into the PIM. Includes automated image safety checks, version control, and a full audit trail -ensuring compliance without the chaos.

“BiBi” Product Copilot

Answers faster than your best rep.

A natural-language chat tool that pulls real-time answers from 40k+ SKUs. Staff can ask questions like “What’s the safest pram for a newborn?” or “Which bottle fits Avent warmers?” and get instant, context-rich responses.

We partnered with Baby Bunting to automate product compliance across their 8,000+ SKU catalogue. We built three solutions: Content Genie, which rewrites product descriptions to brand tone and runs automated safety checks on text and images; BiBi, a chat copilot that answers granular product queries using RAG architecture; and an Azure API layer that can check supplier copy before it reaches the PIM.