Global sportswear brand Puma has unveiled a new AI-enabled co-creation platform designed to engage customers more directly in product ideation, feedback and development.

The system uses AI to aggregate community input, analyse preferences and suggest design directions that reflect consumer sentiment, allowing Puma to tailor future products to what users actually want.

By turning static feedback loops into interactive, data-informed dialogues, the platform enhances brand-consumer engagement, unlocks deeper insights into style and function preferences, and enables Puma to respond quickly to trends.

The company sees this as a way to blend creativity with customer insight at scale, combining human design expertise with AI-driven analytics to strengthen loyalty and drive innovation.