Gymshark Taps Generative AI to Personalize Consumer Experiences
UK-based DTC fitness apparel brand Gymshark has joined the ranks of companies turning to generative AI to personalize consumer interactions, optimize data management, and standardize operations as it looks to scale and expand.
Founded in 2012 as an e-commerce venture, Gymshark has grown to count shoppers in over 180 countries, recently expanding into brick-and-mortar with its flagship store in London. In the face of this rapid growth, the brand is aiming to scale through the use of Google Cloud's data warehousing, analytics tools, and AI and machine learning technology.
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As part of the drive, Gymshark aims to enhance consumer experiences for Black Friday by expanding the breadth of its product offerings. In addition, the brand plans to drive innovation with Google Cloud's Vertex AI. The company is exploring the creation of expert AI-driven assistants that will guide consumers through the product selection process, as well as using the Gymshark training app to record activities via text and provide real-time insights to help users reach their fitness goals.
Google Cloud, alongside partner Deloitte, will also support Gymshark in creating a single “source of truth” for company data, leveraging advanced AI technology to streamline internal operations and optimize supply chains across the enterprise. Ultimately, Gymshark hopes this approach will provide the business with real-time insights, bolstering decision-making processes and enhancing forecasting capabilities
"We are ready for this partnership to kickstart the next phase of our transformation and future growth,” said Ben Francis, Gymshark’s CEO and founder, adding that “data is at the heart of this evolution.”
Generative AI Exploration Continues
With generative AI tools "officially" reaching peak hype, the list of brands experimenting with these technologies continues to grow. While many of these use cases involve content generation, data visualization, and personalization efforts, others, such as Hanesbrands, are tapping generative AI technology in order to optimize their supply chain.
Elsewhere in the market, Mars says it's using AI to help identify chronic kidney disease in dogs and cats, while Colgate-Palmolive is currently leveraging AI to create internal e-learning content.
