Puma Boosting CTRs With Google Cloud Generative AI Tools
Apparel and footwear manufacturer Puma is joining the flock of consumer goods companies investing in generative AI to improve digital creative effectiveness.
The company has expanded its relationship with Google Cloud to leverage the Imagen 2 on Vertex AI platform, which is developing personalized product imagery that’s boosting click-through rates and accelerating time-to-market for global digital campaigns.
In addition to improving image relevancy by generating product-, customer-, and region-specific backgrounds, the technology can develop market-specific content. It can also alleviate such manual editing tasks like color accuracy and composition, according to Google.
Puma, which distributes products in over 120 countries, is currently personalizing images based on geography, and they’ve seen click-through rates improve by 10% in India, according to the Wall Street Journal.
Puma CEO Arne Freundt told WSJ that they view these capabilities as key to building up the brand in the U.S. and China, where it’s not as strong of a competitor, rather than simply as tools for cost savings.
Expanded Partnership
Puma migrated its e-commerce ecosystem to Google Cloud earlier this year; in doing so, they’ve recorded increased average order value (AOV) thanks to improved content personalization.
Google Cloud said in March that AOV had increased 19% as a result of Big Query and Google Analytics integrations. Puma has also reportedly reduced the amount of time retail teams require to bring products to market.
The company plans to also try Google’s Imagen 3 text-to-image model and expand Vertex AI Search for Retail to more subsidiaries to further improve AOV and overall shopper conversion rate.
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