Gymshark has said it will roll out Google Cloud’s generative AI (GenAI) and data analytics tools to drive "digital growth".

The British fitness wear brand said that the move would improve customer experience and drive innovation and growth with GenAI technology.

The company plans to experiment with a number of GenAI use cases through Google Cloud’s Vertex AI platform, including the creation of new “expert assistants” designed to guide consumers through the product selection process.

The business will also explore how to improve the Gymshark training app by enabling customers to record activities via text and providing new insights to help users reach their fitness goals.

To provide more personalised experiences, additionally Gymshark will use Google Cloud's data warehousing and analytics suite, real-time analytics, and AI and machine learning tools.

“We have come a long way since founding Gymshark 11 years ago, and we are ready for this partnership to kickstart the next phase of our transformation and future growth,” said Ben Francis, chief executive and founder of Gymshark. “Data is at the heart of this evolution, and with the help of Google Cloud’s game-changing technology and data analytics experts, we are certain that we will be able to reach our goals and remain a leader in this competitive industry.”

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