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Gatorade launches generative AI squeeze bottle personalisation to fuel athlete self-expression
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Friday, 18 October, 2024, 08 : 00 AM [IST]
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Chicago, USA
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Gatorade announced the launch of a generative AI-powered design experience on its Gatorade iD free membership platform. In partnership with Adobe Firefly, Adobe's family of creative generative AI models that is safe for commercial use, the new customised tool allows athletes to express their unique styles and interests through nearly endless personalisation possibilities on the squeeze bottles. Some of the most iconic athletes in the world have collaborated with the brand on signature bottles, and last year Gatorade.com began offering enhanced customisation capabilities on its website. Now, all athletes can personalise their own in a way never before offered by the sports fuel brand.
The new ability to create custom designs using AI for inspiration takes existing Gatorade.com bottle personalisation options to the next level. Every athlete is one-of-one and by putting these tools of self-expression directly in their hands, they now have access to millions of different design options. By simply typing ideas such as their favourite sports, designs and hobbies into a search box on the website, and then choosing from a selection of colours, vibes and passions, it's easy to make it their own.
Adobe Firefly Services, a set of APIs and capabilities to scale personalisation, enables the generation of images that unlock creative self-expression while maintaining the iconic look-and-feel of the Gatorade Squeeze Bottles. Gatorade collaborated with digital product agency, Work & Co, part of Accenture Song, to ensure the new AI experience is seamlessly integrated into Gatorade.com and is user-friendly.
At the Adobe MAX 2024 Creativity Conference, Xavi Cortadellas, Gatorade's senior director of marketing, athletic equipment, and Leon Imas, vice president of design at PepsiCo, will unveil the technology experience on Gatorade.com.
"Gatorade continues to be at the forefront of athletic equipment personalisation, and the launch of AI-generated bottle design puts next level creative self-expression directly in athletes' hands. Now athletes everywhere can have fun with our AI tool in a way that's approachable and uniquely on-brand. Available on Gatorade.com through the free Gatorade iD loyalty platform, there are nearly endless possibilities for personalisation," said Cortadellas.
"Gatorade has been bringing personalisation to new levels of expression and innovation in our products and experiences. This is a rare moment when the idea creates next level expression and industry-leading innovation. We crafted a special experience for our athletes to feel like a Gatorade pro, creating styles, themes and structure references that Firefly pulls from to make all generated bottle designs uniquely Gatorade, and special to you. The end results are bottles generated by AI, powered by design, and imagined by you," said Imas.
The capability will only be available on the website through Gatorade iD, where users can earn points and unlock benefits. Points can be used to generate bottles designs, and preset options are also available for inspiration. Every member will have the option to create two free designs before tapping into their loyalty points and designs will be saved to the user's profile so they can return to them at any time.
Hannah Elsakr, vice president, Adobe, said, "Every brand is trying to figure out how to effectively personalise customer experiences at scale, a proven strategy that can boost audience engagement and drive lasting loyalty. Gatorade is pioneering a new approach and making one-to-one personalisation a reality with generative AI, leveraging Adobe Firefly Services to deliver highly customised water bottles and unlock creative expression for millions of everyday athletes."
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