Puma’s AI head says the brand is still giving ‘the keys to the consumer’ as it invests in digital concierge

Puma, a brand with nearly 80 years of history, is making a bold leap into the realm of artificial intelligence (AI) as it seeks to regain its footing in a competitive market. The company has recently introduced a new AI-powered digital concierge named "Dylan" at its flagship store in Las Vegas. This innovative initiative is part of Puma's broader strategy to enhance customer experience and drive growth, following a challenging financial year. Dylan, who is displayed on a seven-foot-tall screen, can communicate in over 100 languages, recommend products, and answer customer inquiries, showcasing Puma's commitment to integrating cutting-edge technology into its retail operations.

The introduction of Dylan follows Puma's previous ventures into the digital landscape, including a Roblox experience and experiments with NFTs and Web3 programs. This latest move reflects a concerted effort to leverage AI technology to improve customer engagement and streamline the shopping experience. The digital concierge not only provides product information but also interacts with customers in a personalized manner, tapping into the growing trend of digital human interfaces in retail.

The Role of AI in Puma's Strategy

Ivan Dashkov, Puma's head of emerging marketing technology, is at the forefront of these AI initiatives. In an interview, he expressed enthusiasm for exploring various applications of AI while acknowledging the mixed feelings some consumers have towards this technology. Dashkov noted that the challenge lies in demonstrating the benefits of AI to consumers and fostering a positive perception of its use in retail.

Puma's recent financial performance has prompted a strategic pivot. The company reported a staggering loss of €643.6 million for 2025, a stark contrast to the €280.7 million profit from the previous year. CEO Arthur Hoeld has recognized that Puma had become overly commercialized, leading to diminished brand appeal and subpar sales. The company's goal for 2026 is to position itself as a top three sports brand globally, aiming for growth that surpasses industry standards and fostering sustainable profitability.

Dylan is designed to enhance the in-store experience by providing customers with immediate access to product information. He can assist shoppers by identifying specific items and sizes available in the store, thanks to integration with Puma's inventory system. This capability not only improves customer satisfaction but also caters to a more diverse clientele by offering multilingual support.

Feedback and Future Developments

The initial testing phase of Dylan in Puma's employee store yielded positive feedback, with users appreciating the natural and organic interaction experience. Dashkov highlighted that the digital concierge offers a comfortable alternative for introverted customers who may prefer engaging with a digital interface rather than a human associate. This insight underscores the importance of providing varied interaction options to accommodate different consumer preferences.

Puma's employees have also responded favorably to the introduction of AI technology, expressing interest in coexisting with the digital concierge. The excitement surrounding AI within the organization suggests a willingness to embrace new tools that can enhance both customer engagement and employee workflows.

Looking ahead, Dashkov emphasized that Puma is still in the early stages of integrating AI into its operations. The focus for now is on refining the Dylan experience in Las Vegas before considering expansion to other locations. The company is committed to continuously improving the AI concierge based on customer interactions and feedback, ensuring that it meets the evolving needs of consumers.

In addition to the digital concierge, Puma has ventured into AI-driven product design. The Puma AI Creator allows customers to design their own Manchester City jerseys using a text-to-image AI tool. This initiative not only empowers consumers to express their creativity but also engages them in the brand's design process. The successful launch attracted 54,000 users and generated significant interaction, demonstrating the potential of AI to foster consumer engagement and creativity.

Why it matters

Puma's investment in AI technology reflects a significant shift in how brands approach customer engagement and product development. By leveraging AI, Puma is not only enhancing the shopping experience but also positioning itself as a forward-thinking brand in the sports apparel industry. This move could serve as a blueprint for other companies looking to integrate technology into their operations, particularly in an era where consumer expectations are rapidly evolving.

The introduction of AI-driven tools like Dylan and the Puma AI Creator illustrates the potential for brands to co-create with consumers, fostering a deeper connection and loyalty. As brands navigate the complexities of integrating AI into their strategies, the emphasis on consumer experience and inclusivity will be crucial in ensuring successful adoption.

In conclusion, Puma's foray into AI signifies a broader trend of brands embracing technology to enhance customer interactions and streamline operations. As the company refines its AI initiatives, it will be essential to monitor how these developments influence consumer perceptions and brand loyalty in the competitive sportswear market.