PUMA is enhancing its digital shopping experience by integrating Google Cloud’s GenAI for product visuals.
PUMA is the first in the sports apparel industry to deploy AI-generated images on a large scale through Google Cloud‘s GenAI. By using Imagen 2, PUMA can create dynamic, personalized product imagery, improving click-through rates and speeding up its global digital campaigns. The technology allows the brand to generate customized visuals, including backgrounds tailored to regional and customer contexts, ensuring more relevant and engaging content for its diverse markets.
One challenge PUMA addresses with GenAI is creating consistent, high-quality images that resonate with different audiences across the globe. Previously, producing personalized content for various regions required time-consuming manual effort. With Imagen 2, PUMA can now automate these tasks. Drastically reducing time-to-market and improving content relevance. Regional marketers can fine-tune visuals to match specific market needs, enhancing customer engagement.
PUMA also benefits from improved efficiency in image editing tasks like shadowing and color correction, which are automated using Imagen on Vertex AI. This boosts productivity for content editors, allowing them to focus on creative work rather than technical adjustments. Additionally, the use of GenAI has led to measurable business gains. Including higher average order values and faster product launches online.
PUMA plans to explore the potential of Imagen 3, Google Cloud’s advanced text-to-image model, to elevate its marketing initiatives further. Furthermore, the brand aims to extend Google Cloud’s Vertex AI Search for Retail to more subsidiaries. Targeting improved shopper conversion rates. By adopting GenAI, PUMA is poised to enhance its competitive edge in digital retail.