Gatorade has announced the availability of a generative AI-powered design experience on its Gatorade iD free membership platform. The new customiser tool, developed in collaboration with Adobe Firefly, Adobe’s family of creative generative AI models that are safe for commercial use, enables athletes to express their individual styles and interests through practically limitless personalisation options on Gatorade Squeeze Bottles.
Some of the most iconic athletes in the world have collaborated with Gatorade on signature bottles, and last year Gatorade.com began offering enhanced customization capabilities on its website. Now, all athletes can personalize their own in a way never before offered by the sports fuel brand.
The technology experience with AI
The new ability to create custom designs using AI for inspiration takes existing Gatorade.com bottle personalization 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 favorite sports, designs and hobbies into a search box on the website, and then choosing from a selection of colors, vibes and passions, it’s easy to make the Gatorade Squeeze Bottle their own.
Adobe Firefly Services, a set of APIs and capabilities to scale personalization, 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 Sr. 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 personalization, and the launch of AI-generated bottle design puts next level creative self-expression directly in athletes‘ hands,” said Cortadellas. “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 personalization.”
“Gatorade has been bringing personalization to new levels of expression and innovation in our products and experiences,” said Imas. “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.”
The new approach for a one-to-one personalization with generative AI
The capability will only be available on the Gatorade 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.
“Every brand is trying to figure out how to effectively personalize customer experiences at scale, a proven strategy that can boost audience engagement and drive lasting loyalty,” said Hannah Elsakr, vice president, Adobe. “Gatorade is pioneering a new approach and making one-to-one personalization a reality with generative AI, leveraging Adobe Firefly Services to deliver highly customized water bottles and unlock creative expression for millions of everyday athletes.”
Athletes today are increasingly seeking ways to personalize their experience on and off the field and Gatorade is one of the first brands to put the power of an AI-fueled experience in their hands so that they can customize their own bottles. As a brand born to solve athlete problems, Gatorade continues to lead the industry forward with innovation that matches these athletes’ needs. The brand is focused on supporting each athlete on their unique journey to greatness, and this is just the start of how AI will fuel athlete personalization. Anyone can utilize the generative AI-powered personalization to create their one-of-a-kind Gatorade Squeeze Bottle.
