Authentic Brands Group Builds Proprietary AI Agent Platform
Global lifestyle company Authentic Brands Group, which includes Reebok, Champion, Juicy Couture, Dockers and other brands, has developed a proprietary AI platform to optimize efforts across its enterprise.
Built on Google Cloud's Vertex AI system, the Authentic Intelligence platform aims to overhaul operations for the more than 50 brands the company owns.
Key areas of application include marketing, brand management and legal. About 80% of its employees across these departments are using the 15-plus specialized agents within the platform on a weekly basis.
Authentic is already seeing results within its marketing efforts, including 60% higher ROI on ad spend for creative optimized by the platform compared to traditional product image assets. The technology helps keep assets aligned with Authentic's brand voice and visual identity across a variety of channels.
The company can now also use AI agents to create brand-specific videos from simple text prompts.
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Additionally, within business development, the company is using the agents to build comprehensive profiles of potential partners, bolstering lead generation efforts and highlighting new licensing opportunities. And in licensing and legal, agents can help review contracts, improving accuracy rates and expediting process timelines.
"Authentic Intelligence empowers our teams to create and grow our business with the entrepreneurial spirit our company was built on: independence, hustle and excellence," Adam Kronengold, chief digital officer, said in a statement.
The initiative has helped to rapidly scale workflows, asset creation and reporting, while maintaining consistency across our brands and organizational processes," he added.
