Puma is rolling out Google Cloud’s data, analytics and AI technology as part of plans to improve its e-commerce offering.

The sportswear giant said that the move would help it implement generative AI (genAI) shopping assistants, virtual try-ons, and AI-driven loyalty programmes.

The new partnership will see the brand shift Puma.com to Google Cloud and create a new “global e-commerce data platform”.

Puma said that analytics technology from Google has already driven a 19 per cent increase in average order value.

It added that the new tools have enabled it to access real-time inventory up to four times faster than before, which allows online shoppers to find the products they want to buy at their nearest stores.

“With Google Cloud’s AI and data capabilities, we have been able to not only gain a far better understanding of our customers, but also translate that insight into frictionless commerce, and more personal shopping experiences both online and offline,” said Pancho Ortuzar, director global e-commerce engineering at Puma. “Migrating our e-commerce infrastructure to Google Cloud will greatly accelerate our efforts towards making Puma’s direct-to-consumer channels a significant driver of overall business growth.”

Ortuzar went on to say that the new rollout has allowed employees to free up time to pursue innovative uses of AI and other technologies.

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