Last updated: June 2026
We think you deserve to know how this works.
AI is at the heart of what Bu. does. We think that is something to be open about, not something to bury in small print.
This page explains what Bu.'s AI does, what it does not do, who owns what, what it costs, and how we think about using AI responsibly in a creative community.
No technical jargon. No vague language. Just a straight explanation of how Bu. works and what that means for you.
What Bu.'s AI does
Bu. uses AI to help you explore your personal style and generate outfit ideas.
When you upload an image, Bu. analyses the visual qualities of what you have shared and builds a complete outfit concept around it. The result is a new AI-generated look designed to inspire you, spark ideas, and help you figure out what feels like you.
That is the entire purpose. Inspiration. Exploration. Self-expression.
How generation works
The process is straightforward.
You upload an image. This could be a photo of something you already own, a screenshot of something you are thinking about buying, or an image that simply caught your eye and matches the vibe you are going for.
Bu. reads the visual qualities of that image. The shape, the silhouette, the colour palette, the general category of the item. It uses those characteristics to understand what kind of piece you are starting with.
Bu. then generates a complete outfit concept around those characteristics. This is a new image created by the AI. It is not a copy of your upload. It is not pulled from a database of existing photos. It is a freshly generated outfit built around the styling direction of your original image.
The result is your look. A creative outfit concept generated for you, around the item you chose, in the aesthetic you selected.
What generation costs
AI generation is not free on Bu., and we want to be upfront about that.
Every outfit generation costs Stars, Bu.'s digital currency. The current cost per generation is shown in the app. This includes regenerating from an image you have already uploaded, because each regeneration runs the AI again.
Stars are purchased in packs through the App Store. New accounts do not include a starting Star balance, and there is no daily free generation allowance.
Bu. Plus does not change this. Subscribing to Bu. Plus does not include Stars, does not provide free generations, and does not reduce the Star cost of generating an outfit. Stars and Bu. Plus are separate products.
The reason is simple. AI generation has a real cost every single time it runs. Charging in Stars means we can keep Bu. free to join and use socially, avoid advertising, and avoid selling user data. You only pay for the part that actually costs us money to provide.
Full details are set out in our Subscription Terms.
What you can upload
Bu. is designed to work with a wide range of starting points. You can upload:
Clothes you already own. A photo of a jacket hanging in your wardrobe, a pair of trainers you wear every week, a dress you bought last season and want to style differently.
Products you are thinking about buying. A screenshot from a retailer website, a product image saved to your camera roll, something you found while browsing that you want to build a look around before committing.
Style inspiration. An image that captures a vibe, a colour, a silhouette, or an aesthetic direction you want to explore.
If you can photograph it or screenshot it, Bu. can work with it.
What Bu.'s AI does not do
This matters, so we want to be direct about it.
Bu. does not reproduce your uploaded images. What you upload is used as a styling reference. The AI reads its visual qualities and generates something new. Your original image is not copied into the output.
Bu. does not intentionally generate branded products. The AI is designed to produce generic fashion items. Oversized hoodies. Cargo trousers. Structured tote bags. Chunky trainers. It works with categories and silhouettes, not specific brand products.
Bu. does not intentionally generate logos or trademarked designs. The AI does not attempt to reproduce the visual identity of any brand. If something resembling a brand incidentally appears in a generated output, this is not intentional, and we continue to refine our systems to minimise this.
Bu. does not use your uploads to produce someone else's outfit. Your image is used to generate your look. It is not fed into outputs for other users.
Bu.'s AI does not surface or sell real-world retail fashion products. Bu. does not link you to retailers or earn affiliate commission on purchases. Generated outfits are creative concepts, not shopping suggestions.
Who owns what
This is important, especially if you are a creator.
You own what you upload. Content you create and contribute to Bu. remains yours. Product screenshots you bring as styling references may belong to the retailer or brand rather than to you, but uploading them to Bu. does not transfer any rights to us.
Your generated outfits. Bu. does not claim ownership of the outfit images you generate using Bu. You chose the starting image, the aesthetic, and the direction. To the extent that rights arise in your generated output, those rights remain with you, subject to applicable law and any third-party rights.
When you share publicly, Bu. has limited display rights. If you post an outfit to the Bu. discovery feed, you are granting Bu. the right to display that content within the platform so other users can see it. This is a limited licence for display purposes only. It does not give Bu. ownership of your content. It does not allow Bu. to use your content for advertising or commercial purposes outside the platform.
If you delete a post or remove content from the discovery feed, Bu. will stop displaying that content within the platform, subject to any reasonable technical delays required to process removal.
Your creativity is yours. Bu. is the tool you used to make it.
AI limitations
We want to be honest about what AI can and cannot do.
Generated outfits are creative concepts, not guaranteed real-world combinations. The AI is working from styling principles and visual characteristics, not a catalogue of products that exist in shops.
This means generated looks may include:
Items that do not exist as shown. The AI creates outfit concepts, not product listings. A generated trainer silhouette is a styling idea, not a real product you can buy.
Proportions or styling details that would look different in real life. AI-generated fashion is a starting point for inspiration, not a blueprint.
Aesthetic interpretations that do not perfectly match what you had in mind. The AI makes its best interpretation of your upload and your chosen vibe. It does not always get this right.
Bu. does not guarantee that AI-generated outputs will always be accurate, suitable, or free from errors. Treat everything Bu. generates as creative inspiration and use your own judgement.
AI training and your data
We want to be completely clear about this.
The images you upload are used only to provide and safeguard the features you choose to use, including moderation, visual analysis, and AI outfit generation. Bu. does not use your uploaded images to train its AI models, and they are not used to improve Bu.'s AI systems without your knowledge.
If this ever changes, we will tell you clearly and directly before it happens. We will explain what is changing, why, and what it means for your content. We will ask for your consent separately. We will not bury a change like this in an updated terms document.
We think this kind of transparency is basic respect for the people who use Bu.
Being clear about AI-generated content
Bu. uses AI to generate outfit images. We do not currently apply a separate visible AI label or badge to individual generated outfits. We are keeping our approach to AI transparency under review and will update this page if it changes.
We believe that knowing when AI is involved is part of being able to make informed creative decisions. Transparency about AI is something we think genuinely matters.
Bu. and creativity
AI is a tool. Like any tool, what matters is what you use it for and how it is designed.
Bu. is designed around one idea: that every person has a style identity worth discovering. The AI exists to make that discovery process more accessible, more creative, and more personal. It is not here to generate generic content at scale. It is here to help you build something that feels like you.
The creativity on Bu. belongs to the people using it. The AI just helps you get there.
That is what Bu. is built for. Everything about the way we use AI, from what it generates to what it does not, is designed around those four things.
Questions about how Bu. works? Email us at contact@buapp.info
For data and privacy questions, visit our Privacy Policy.
For content ownership questions, visit our Terms of Service.
For Stars and subscription details, visit our Subscription Terms.
AI Disclosure and How Bu. Works. Last updated June 2026.