This is true but it's misleading. The reality is that modern out-of-order superscalar CPUs are so good at branch prediction that it's nearly always better to branch in a tight loop (to allow more ILP) than introduce a data-dependency in a tight loop (which limits ILP). Cf. https://mazzo.li/posts/value-speculation.html, https://yarchive.net/comp/linux/cmov.html
Branchless code should generally be avoided because modern CPUs are not designed to optimize that use case. There are exceptions of course, but those are exceptions.