SwedenFinance and insurance2024 – ongoingKlarna
Generative AI for marketing images and copy
Klarna said generative AI cut its image development cycle from six weeks to seven days
Problem
Klarna produced large volumes of campaign images and copy through external agencies and suppliers. Image work took weeks and cost a lot.
Approach
Klarna's marketing team used Midjourney, DALL-E and Adobe Firefly to generate images, with Topaz Gigapixel and Photoroom for final edits. It also built an internal copywriting tool called Copy Assistant.
Results
Takeaway
All figures are Klarna's own and cover the first quarter of 2024. Press estimates of larger annual savings came from outlets, not from the company's quarterly numbers.
Categories
- Industry
- Finance and insurance
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Company's own claim
Sources
Source summaries
Klarna's press release reports $1.5 million in image production savings in the first quarter of 2024, an image cycle cut from six weeks to seven days and a 25% fall in external marketing supplier spend. It names the image tools and the Copy Assistant copywriting tool.
Marketing Dive relayed Klarna's announcement of the image savings, the shorter image cycle and the 25% supplier cut, and named the generative AI tools used.
Full details are in the original sources.
