Authentic Brands Group Partners with Google Cloud to Harness AI for Brand Development

Harnessing AI for Brand Success

Authentic Brands Group (Authentic), a global leader in brand development and licensing, has announced a powerful partnership with Google Cloud at the NRF 2026 Retail's Big Show. By integrating Google's Gemini and Google Cloud's Vertex AI platform, Authentic aims to revolutionize its operations through advanced AI capabilities. This collaboration is part of Authentic's mission to maintain a competitive edge in the fast-paced landscape of retail and marketing.

With ownership of over 50 iconic brands and generating more than $32 billion in retail sales across 150 countries, Authentic has established itself as a prominent figure in the market. The newly developed AI platform, dubbed Authentic Intelligence, leverages Google Cloud's resources to drive innovation and efficiency within the organization.

Transforming Business Operations with AI

The Role of Authentic Intelligence

According to Adam Kronengold, Chief Digital Officer at Authentic, the Authentic Intelligence system empowers teams to harness their entrepreneurial spirit. This system fosters a culture of independence and excellence within the organization, allowing for rapid scaling of workflows, asset creation, and reporting. Furthermore, it ensures a consistent brand presence across various channels.

Currently, approximately 80% of employees at Authentic utilize the AI platform weekly, showcasing its integral role in daily operations. Success has already been demonstrated; early tests indicated that ad campaigns for Reebok, enhanced by Authentic Intelligence, achieved up to a 60% increase in return on ad spend (ROAS) compared to traditional marketing strategies. This notable improvement underscores the potential of AI to transform advertising efforts and facilitate measurable outcomes.

Key Features of Authentic Intelligence

The capabilities of Authentic Intelligence are broad, featuring over 15 specialized agents tailored to enhance major business functions. For instance:
1. Business Development: AI agents create comprehensive profiles of potential partners, streamlining lead generation and identifying lucrative licensing opportunities.
2. Brand Management and Creative: Brand-specific agents ensure that each brand maintains its unique voice and visual aesthetics across all platforms. By utilizing integrations with tools like Google Veo, they can create brand-centric videos merely from text prompts.
3. Licensing and Legal Excellence: Authentic Intelligence facilitates contract review and analysis, significantly reducing turnaround times while enhancing accuracy.

The Future of Brand Management

Jose Gomes, Vice President at Google Cloud, remarked on the need for speed and innovation, stressing that in today's rapidly evolving environmental landscape, waiting weeks for creative solutions is no longer feasible. He emphasized that Authentic's incorporation of AI technologies is a prime example of how organizations can leverage tools to be more agile and effective in their outreach.

With brands ranging from Reebok to Juicy Couture, Authentic’s diversified portfolio reaches nearly one billion social media followers, making it a powerhouse in the global market. Authentic's strategic adoption of AI not only positions it as a leader in brand management but also sets a precedent for others in the industry to follow suit.

As AI technologies continue to evolve, the partnership between Authentic and Google Cloud represents a significant step forward in utilizing data-driven solutions to enhance customer engagement and brand loyalty.

Conclusion

Through this partnership, Authentic Brands Group is setting a benchmark for the industry, proving that by embracing advanced technologies, brands can achieve unprecedented levels of creativity and productivity. As they pave the way for the future of brand building, consumers can anticipate a more engaging and innovative experience from their favorite brands.