Gatorade Takes Personalization To Next Level With Gen-AI Add-On

PepsiCo-owned Gatorade is bolstering its personalization capabilities through generative AI design capabilities for its squeeze bottles. 

Through Gatorade iD, the company’s free membership platform, consumers are now able to obtain generative-AI-created designs, powered by Adobe Firefly with integration support from digital product agency Work & Co. 

Consumers can use their membership points to create one-to-one personalized images; members can create two free designs before using their loyalty reserves. They can type in ideas into a search bar, including their favorite sports, designs, and hobbies, to generate images in a variety of colors and aesthetics.

Also read: Diageo's Johnnie Walker is also experimenting with AI-powered personalized packaging

Xavi Cortadellas, Gatorade's senior director of marketing and athletic equipment, said the launch puts creative self-expression directly in athletes' hands.

Gatorade’s Personalization Journey

This builds on efforts launched last year to offer enhanced customization capabilities on Gatorade’s website. 

The company’s loyalty platform is new to the company, having been introduced in early 2024 to drive personalization tactics with data, athlete insights, and digital innovations. Initially, Gatorade iD was limited to premade designs that included a team’s logo, one of 30 preloaded mascots, and about 10 different color and pattern options.

Chief brand officer Anuj Bhasin previously said that Gatorade iD will “add rewards and broader personalization to become each athlete's curated corner of the Gatorade universe.”