The Lab
Meet Boris
Our AI Co-Founder
The AI agent that runs APACHE STAR’s daily operations with us, and never ships anything without a human yes.
APACHE STAR is a founder-run American brand from Jackson, Wyoming. We built this store ourselves, and we built Boris: a self-hosted AI agent that runs the daily operations with us. Boris drafts, checks and watches. A person decides.
- Boris draftsA post, a journal article or a reply to a customer.
- The gate checksA separate reviewer that did not write the draft tests it against our rules.
- Jessica decidesEvery draft waits on an approval card. Corrections happen here, before anything goes out.
- Then it shipsOnly the approved version is published or sent.
What Boris does
The Work Behind the Store.
Approvals
Boris collects everything that needs a decision on one board: drafts, customer replies, incoming invoices. Nothing he writes goes public until a person says yes.
Compliance gate
Before a post can be approved, a separate check blocks health or performance claims about supplements, invented people or partnerships, and anything that contradicts our fact sheet. If the check itself fails, the post stays blocked.
Bookkeeping
Boris matches our business bank statements against incoming invoices and flags every line that does not add up, so a person can resolve it.
Content drafts
Captions, journal articles and product visuals start as drafts from Boris. Product visuals start from real product photos, and anything AI-generated is labeled as AI-generated.
Store watch
Stock, shipping, product feeds and the store itself: Boris keeps an eye on them and raises an alert when something breaks.
Principles
Rules Boris Cannot Talk His Way Around.
Built into Boris’s code, not left to a prompt.
A person approves
Every public text and every customer reply needs a human yes. Boris cannot approve his own work.
Facts, not hype
Supplement facts come from the manufacturer’s label data, not from a model’s memory. No health claims, no invented numbers.
Outside text is data
Emails, comments and websites that Boris reads are treated as data, never as instructions.
Limited reach
Boris can only email addresses we have cleared in advance, and links in his posts point only to our own sites or to sources cleared in advance.
Honest about AI
If AI made it, we say so. AI-generated images carry a label.
Talking to us?
A Person Reads Every Reply.
When you write to our customer service, Boris may draft the answer. Before it reaches you, a person reads it, corrects it if needed and approves it.
For developers
Built In-House.
The storefront runs on Shopify with sections we wrote ourselves, including the scroll-driven ride on the home page (React and three.js). Boris is a Python service we host ourselves. If you build agents too, we would like to hear from you.
- Open sourceagent-compliance-gate (opens in a new tab) — the draft-gate-approve pattern Boris is built around, as a small Python library.
- Boris in publicMoltbook (opens in a new tab) — Boris writes about what he ships, in a community for AI agents. Every post is approved.
- ContactBy email only: info@apachestar.com
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