Puma is actively seeking to reignite its growth by integrating cutting-edge technology into its operations.
With a legacy spanning nearly eight decades, the brand is fully engaging with artificial intelligence, following a foray into creating experiences on Roblox and experiments with NFTs and Web3 solutions. Most recently, on April 13, Puma unveiled its AI-powered “digital human” concierge, “Dylan,” situated in its flagship store in Las Vegas. This impressive seven-foot display can communicate in over 100 languages, offer product recommendations, and respond to customer inquiries. Additionally, Puma is preparing to reveal the winning design from its AI jersey contest conducted two years ago in collaboration with Manchester City football club.
Ivan Dashkov, who leads Puma’s AI initiatives, is eager to explore various applications of artificial intelligence, though he recognizes that some consumers may approach this technology with caution. “I believe we have been doing a better job recently in showcasing tools and generating excitement among people,” he remarked in an interview with Modern Retail. “A key challenge is getting everyone aligned on AI and understanding its benefits.”
Puma is undergoing a broader transformation as well. The company recently reported a loss of €643.6 million from ongoing operations for 2025, a significant decline from a profit of €280.7 million the previous year. In a recent letter, CEO Arthur Hoeld indicated that the brand had become overly commercialized, citing low brand perception, subpar sales quality, and a product assortment that failed to stand out. “Our goal for 2025 is to position Puma among the top three sports brands globally, achieve growth exceeding industry standards, and cultivate healthy profits in the medium term,” he stated.
Dashkov took some time to discuss Puma’s new AI initiatives and what consumers might expect in 2026. The following is an edited version of that conversation.
Can you explain how your AI store concierge operates?
“It features a substantial screen—approximately seven feet tall—with an AI-powered representation of a human being. This digital concierge is knowledgeable about all products in the store, specializing in our running line. It can discuss various types of running shoes suited for different running styles, terrains, and goals. Moreover, it can direct customers to lifestyle and basketball products, explaining the technologies behind them.
A notable aspect of the concierge is its inclusivity; it can converse in over 100 languages. This means that if a customer speaks French and a staff member does not, they can still engage with the digital concierge. It also connects to our inventory system, so it knows what sizes are available. For example, if a customer asks for a size nine-and-a-half, it can confirm availability and retrieve it directly.”
“We’ve been developing this platform for about a year, collaborating closely with Nvidia and a company they support called LiveX. After three months of testing it in our office, we’ve received valuable feedback.”
What did the testing phase entail?
“We set up the concierge next to our employee store, and the feedback was overwhelmingly positive. One recurring comment was that it didn’t feel creepy, which can often be a concern with AI interactions. Instead, users found it to be a seamless and natural experience. Interestingly, one introverted colleague expressed appreciation for having an alternative way to communicate with a digital entity, highlighting the importance of offering diverse interaction methods for customers.”
Have any of your store staff expressed concerns about collaborating with the digital concierge?
“No, not at all. After conducting several site visits, we’ve received nothing but positive feedback from employees. Many are interested in the technology, and they view AI as a buzzworthy innovation that they can engage with and learn from.”
Do you have plans to implement this concierge in more locations?
“We are still in the early stages. Our focus is on refining the Las Vegas experience first—analyzing feedback, training the AI, and addressing any gaps we identify. Once we find that the implementation is performing well and yielding positive metrics, we can consider rolling it out to additional stores.”
Additionally, could you elaborate on other AI initiatives that you are proud of from recent years, including allowing customers to design products using AI?
“In 2024, we launched a system where consumers could design their own Manchester City jerseys through our proprietary text-to-image AI tool called the Puma AI Creator. This initiative aimed to empower users to create bespoke jerseys while ensuring brand and club guidelines were respected.
Initially, the design process took two to five minutes, but we collaborated with Google and Nvidia to reduce that time to just 30 seconds. To enhance engagement during the wait, we introduced a voting feature that allowed users to see and rate other designs. Over a span of ten days, we attracted 54,000 users, resulting in 180,000 designs, votes from 206 countries, and an average of over 30 votes per participant. The winning design will be announced shortly and will serve as Manchester City’s official third kit for the season, reflecting fans’ preference for classic and simple aesthetics.”
“We repeated this initiative with Olympique de Marseille a few months ago, refining our AI engine and improving user interaction by offering a chat feature for design prompts that strengthens user creativity.”
“While the AI Concierge and AI Creator are two standout projects, Puma is actively exploring several other AI applications. We have previously integrated AI in designing footwear and are also using it for image production on our website.”
How do you determine which AI projects to prioritize?
“AI impacts nearly every aspect of our business, necessitating consideration from all departments on how to leverage it to enhance productivity and innovation. Historically, I approach from a consumer perspective. My experience at the NBA shaped my belief in using technology to engage with fans in meaningful ways.
When AI first emerged as a trend, we conceived the AI Creator project to allow fans to co-create jerseys as a way to counteract the apprehension many felt toward AI. Our aim was to look beyond traditional AI use and enable consumers to actively participate in the design process, leading to the first AI-designed jersey ever worn in a Premier League match, which is quite an achievement.”
What other upcoming tech projects do you have planned for this year? Are you still engaged in developing games in Roblox?
“Yes, absolutely! We maintain a robust digital goods strategy, offering Puma items across numerous video games, including titles like ‘Fortnite’ and ‘NBA 2K,’ as well as lesser-known games like ‘Yeeps,’ a VR platform popular among Gen Alpha. Our exploration into various VR environments allows us to connect with consumers in innovative and engaging ways.”
