As Puma looks to return to growth, it’s also embracing the latest technology. The nearly 80-year-old brand is diving headfirst into artificial intelligence, a few years after it launched a Roblox experience and tested out NFTs and Web3 programs. Most recently, on April 13, Puma debuted a new AI-powered “digital human” concierge named “Dylan” in its Las Vegas flagship. “Dylan,” who appears on a seven-foot-tall screen, can speak more than 100 languages, recommend products and answer customers’ questions. Puma is also gearing up to announce the winning design from its AI jersey contest, held two years ago in partnership with football club Manchester City. The man powering Puma’s AI initiatives — Ivan Dashkov — is excited to test out different ways to use AI. But he also knows that some consumers are more hesitant to adopt the technology. “I think we’re doing a better job recently, of being able to show people tools and get them excited about it,” he told Modern Retail. “I think that’s always a challenge: how to get everybody going in the same direction with AI and see it as a positive.”Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.
Want more insights? Join Grow With Caliber - our career elevating newsletter and get our take on the future of work delivered weekly.
