October 14, 2026
The Stage Where Better Organization Is Not Enough
Renner uses AI to photograph children's products. By the theory of constraints, AI is worth it only at the stage where better organization no longer solves it.
Renner says that using AI-generated content at scale increased access to its children's products by 60%. The tool, built in-house, replaces children and babies in part of the photo shoots.
Renner lists authorizations and short set time among the difficulties of photographing children and babies. Anyone who has worked with kids knows crying, tantrums, sleep and hunger don't respect the set schedule. Flavio Reis, the company's CDO, says delivering children's content "only became viable thanks to the use of technology." Given the difficulties Renner lists, AI entered the stage where team effort is not enough.
The theory of constraints, by Eliyahu Goldratt (The Goal, 1984), proposes first improving the stage that blocks the process with what you already have, and only then investing in more production capacity. Generative AI comes in as that extra capacity.
When deciding where to implement generative AI in your product, it's worth studying which stages offer real gains. In some, better process organization already solves the problem and avoids the cost of AI. In others, like the baby shoot, organizing better doesn't solve it, and that's where AI has its place. Only by trying to organize first can you tell which is which.
Sources: Baguete · Business Moment