AI Playbook: How Carve Designs is Transforming Its Workflows with AI

August 17, 2026

In 2003, Jennifer Hinton and Thayer Sylvester were on a Mexico surf trip when they found themselves longing for beachwear that could keep up with them, while still looking and feeling great. It was there, dreaming of gear for adventurous women, that they decided to start Carve Designs.

Now, more than 20 years later, the company is bigger and busier than ever. In the years since its launch with boardshorts and rashguards, it’s expanded beyond surfwear and now includes beachy apparel, denim, and accessories among its offerings. As its product lines have evolved, so have operations: Carve Designs has been steadily incorporating AI throughout the business and finding new ways to streamline so it can stay focused on the creative.

Jen Wilson, VP of Marketing for Carve, chatted with Shop Eat Surf Outdoor about which AI products the company uses most, how it uses them, and what she thinks the lifestyle apparel industry might look like in a few years. SHOPeatSURF