Puma enhances product imagery with generative AI
Puma is expanding a partnership with Google Cloud to create dynamic and personalized product imagery.
The global athletic footwear, apparel, and accessories brand, which deployed Google Cloud’s data analytics and AI solutions in March 2024 to make its e-commerce experience more efficient, agile and personalized, is now utilizing the Google Cloud Imagen 2 image builder on the Vertex AI platform.
[READ MORE: Puma building global e-commerce platform with Google Cloud]
Using Imagen 2 on Vertex AI, Puma has the ability to create relevant imagery, such as new background images that are tailored to the product, customer and region with generative AI. Beyond image generation, Puma can also leverage Imagen 2 for image editing activities such as shadowing, composition and color accuracy, resolution, and product positioning.
Since migrating its e-commerce ecosystem to Google Cloud earlier this year, Puma says it has increased average order value (AOV) due to better personalized content with Google Cloud’s data and AI tools, The company says it has also drastically reduced the time needed to take products to market with the ability 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," said Arne Freundt, CEO of Puma. "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."
Puma plans to soon pilot Imagen 3, the latest and highest quality text-to-image Google Cloud model, as well as to expand the implementation of the Google Cloud Vertex AI Search for Retail solution to its subsidiaries in Argentina, Brazil, and South Africa in an effort 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," said Thomas Kurian, CEO of Google Cloud. "The creative agent Puma has built with our leading Imagen technology is taking personalization to a new level and driving real business results."
The Puma Group owns the brands Puma, Cobra Golf and Stichd. The company distributes its products in more than 120 countries, employs about 20,000 people worldwide, and is headquartered in Herzogenaurach, Germany.
