Puma has begun to use Google’s Imagen 2 to cook up marketing campaigns through generative AI.
Imagen 2 is a version of Imagen, the image generator and editor in Google’s Vertex AI Studio, which is in turn a tool for the design, testing and customization of prompts to be fed into Google’s Gemini and PaLM 2 large language models (LLMs).
Puma’s objective is to enable marketers around the world to set the brand’s products against a local background. To cite Puma’s example, a Japanese marketer could set a street shoe in Tokyo’s Ginza district or a running shoe in the foothills of Mt. Fuji.
The shift to Imagen follows another shift, earlier this year, of Puma’s e-commerce operations to Google Cloud. According to Puma, this has increased average order value (AOV) and reduced time to market, “enabling teams to make products shoppable the moment they reach the warehouse.”
Puma expects soon to be making yet another shift, to Imagen 3.
