Deichmann: Scalable Visuals Production with GenAI on Google Cloud
In brief
Shoe retailer Deichmann is optimizing its global campaign production. In collaboration with e-dialog, the company implemented a data-driven proof of concept (PoC) for GenAI image generation on the Google Cloud Platform. Through the targeted use of Vertex AI* (with Imagen 3, Gemini, and Nano Banana), Deichmann is overcoming content bottlenecks, enabling the rapid creation of relevant visual content. The result: reduced creative production costs, a shorter time-to-market, and the ability to flexibly scale omnichannel campaigns.
*Vertex AI was rebranded as the Gemini Enterprise Agent Platform in 2026.
Challenge
Deichmann produces large quantities of campaign visuals for global markets every year. Traditional photo shoots have reached their limits, while previous AI tools did not offer the resolution and consistency required for print and omnichannel use. To scale up without compromising quality and to seamlessly integrate real models, Deichmann uses advanced AI on Google Cloud. This significantly optimizes the management of its global omnichannel campaigns.
Generative AI enables us to create authentic, high-quality visuals that meet Deichmann’s brand standards across all channels. It’s not only faster and more efficient, but it’s also fundamentally changing the way we approach visual storytelling.
Measures
Together with e-dialog, Deichmann launched a proof of concept (PoC) for generative AI on Google Cloud to specifically address content bottlenecks. Customized open-source models and few-shot learning ensure strict adherence to brand and product styles. The pilot project has already successfully scaled omnichannel campaigns for Esprit and Bench. It demonstrates that AI can deliver high-quality, brand-compliant visuals in record time. Through precise prompting, the generated images meet all style and efficiency requirements.
Results
Image: Examples of AI-generated image assets for Deichmann’s omnichannel campaigns. Source: e-dialog
The PoC lays the technological foundation for comprehensive, AI-powered content production. Deichmann will benefit from tangible business advantages in the future: The solution sustainably reduces production costs, shortens time-to-market, and ensures full omnichannel readiness with high scalability and minimal latency.
- x faster time to market (Time to Market)
- % Brand Consistency
- % Cost Reduction
