PUMA Transforms Product Campaign Development with Google Cloud’s Generative AI

Launching thousands of new products on its e-commerce site every year, PUMA is using Imagen on Vertex AI to create customized product imagery and improve time-to-market of campaigns

Sports company PUMA and Google Cloud announced an expanded partnership that is enhancing the digital shopping experience for millions of PUMA consumers worldwide using generative AI (gen AI). PUMA was the first in its industry to use AI imagery in its online shop at scale. Using Imagen 2 on Vertex AI, PUMA can now create dynamic and personalized product imagery that is improving click-through rates and accelerating the time-to-market for PUMA’s digital campaigns globally.

Using Imagen 2 on Vertex AI, PUMA has the ability to generate relevant imagery, such as new background images that are tailored to the product, customer, and region. While the technology is available globally, Imagen on Vertex AI empowers marketers in individual PUMA regions to tailor content to their specific market needs. For example, while shopping online, customers from Japan may see a lifestyle shoe worn on the streets of Ginza or a trail running shoe on the foothills of Mt. Fuji. Beyond image generation, Imagen on Vertex AI also becomes a powerful tool for image editing, aiding PUMA content editors with time-consuming editing tasks, such as shadowing, composition and color accuracy, resolution, and product positioning.

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Since migrating its e-commerce ecosystem, including PUMA.com, to Google Cloud earlier this year, PUMA has experienced significant benefits across its online shopping portfolio. In addition to increasing average order value (AOV) thanks to better personalized content with Google Cloud’s data and AI tools, PUMA’s retail teams have also drastically reduced the time needed to take products to market – enabling teams to make products shoppable the moment they reach the warehouse.

“At PUMA, all product creations always starts with the consumer first in mind and we have the ambition to be as personal as possible in each interaction with our consumers. Google Cloud’s generative AI has allowed us to create an immersive experience that is tailored to each consumer, and we are already seeing the benefits,” said Arne Freundt, CEO of PUMA.

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PUMA will soon explore Imagen 3, Google Cloud’s latest and highest quality text-to-image model, as it continues to advance and scale campaign creation in the future. The sports company also plans to expand the implementation of Google Cloud’s Vertex AI Search for Retail to more subsidiaries to further improve AOV and overall shopper conversion rate.

“Google Cloud is helping companies in every industry improve the customer experience with gen AI-powered agents, and our partnership with PUMA is an excellent example of this. The creative agent Puma has built with our leading Imagen technology is taking personalization to a new level – and driving real business results,” said Thomas Kurian, CEO of Google Cloud.