GermanyRetail and e-commerce2024 – ongoingPUMA
Personalised product background imagery with Imagen on Vertex AI
PUMA used Google's Imagen to generate product imagery tailored to customer and region in its online shop
Problem
PUMA launches thousands of new products a year online and serves customers in many regions. Producing imagery that fits each market by hand is slow.
Approach
PUMA used Imagen 2 on Google Cloud's Vertex AI to generate background images by product, customer and region. Regional marketers adapt content to their markets, for example a shoe shown in Tokyo's Ginza district for Japanese shoppers. Content editors also use Imagen for image editing such as shadows, composition and product positioning. PUMA had moved its e-commerce systems to Google Cloud earlier in 2024.
Results
No published figures
Takeaway
Regional marketers could adapt imagery themselves, so the same product could be shown differently in each market.
Categories
- Size
- Large enterprise
- Industry
- Retail and e-commerce
- Business function
- Marketing and sales
- Innovation type
- Process innovationProduct and service innovation
- AI technology
- Generative AI
- Adoption
- Vendor solution
- Evidence
- Vendor case study
Sources
Source summaries
Google Cloud's release says PUMA uses Imagen 2 on Vertex AI to personalise product imagery and speed up image editing. It reports gains in click-through rate, average order value and time to market but gives no percentages. PUMA plans to explore Imagen 3 and Vertex AI Search for Retail.
Full details are in the original sources.
