Puma, the clothing and footwear giant, is banking on generative artificial intelligence (AI) to transform its marketing strategies. Thanks to a partnership with Google Cloud, the brand is strengthening the personalization of its digital content, a key step to stimulate its international expansion.
Puma utilise Image 2a technology integrated into Google Cloud’s Vertex AI platform. Thanks to this solution, the company personalizes the images of its products for each region of the world. This includes specific backgrounds, tailored not only to the products, but also to the cultural preferences of local consumers.
For example, Puma found a 10% increase click-through rates in India. This personalization also allows the brand to establish itself in markets such as the United States and Chinawhere it seeks to gain ground.
Puma’s adoption of Google Cloud AI solutions is not limited to visual personalization. Last March, the brand migrated its e-commerce ecosystem to Google Cloud, a transition that quickly bore fruit. Average order value (AOV) has increased, product recommendations have become more targeted, and marketing campaigns are now more precise. Thanks to these improvements, the brand recorded a 19% increase in sales per customer.
Optimized internal processes
In addition to increasing sales, Google’s AI tools allowed Puma to gain efficiency. The brand reduces the time it takes to bring its products to market. Tasks like color correction or visual composition are now automated. As a result, teams can focus on more strategic missions. This automation allows Puma to respond more quickly to the needs of the global market.
Building on these first successes, Puma plans to go even further with AI. The company wants to adopt Imagen 3, a more advanced version of the technology. It also plans to expand the use of Vertex AI Search for Retail for its subsidiaries. These new tools should help increase the click-through rate and, above all, the conversion rate. The objective is to create an even more personalized purchasing experience for its customers.
By integrating AI into its marketing strategies, Puma is getting closer to its consumers while optimizing its commercial performance on a global scale. It seems to me that this strategy demonstrates a true vision for the future of commerce. Adopting AI is no longer an option for ambitious brands, it’s a necessity and Puma understood this well.
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