AI Fueling Digital Commerce
Background: Due to company wide productivity efforts, Olay had a problem: lots of products that need eContent and imagery for compliance and new product launches, but no budget to shoot (or re-shoot)
Objective: Use image generation tools to create consumer facing content for 10 product SKUs creating best in class product imagery fully from scratch.
Strategy: Collaborate with other brand designers to find best in class prompting strategies and reference images. Strategically utilize generative AI and photoshop to create maximum content within the corporate credit limit.
Impact: 6 products launched with product images created using generative AI. This effort kept us complaint to sell on retailer sites and enabled the on time launch of 2 new Walmart exclusive products, one of which, Super Cleanser, is out-perfoming performing predictions on digital & matching the impact of the core Regenerist cleansers.
Image fully created with Gemini/NanoBanana in Firefly.
Sample Execution:
Super Cleanser: Walmart exclusive, digital first product launch.
The photos we received from our partner agency did not reflect the actual CMF of the bottle, which is a saturated gradient with a high gloss, slightly iridescent coating. Utilizing intentional prompting in Firefly I was able to create a new version of the bottle that represents the true finish, and replicate the results across the content set.
