Title

AWS re:Invent 2023 - How adidas revolutionizes digital systems to fuel a thriving business (CPG101)

Summary

Paul Fryer, AWS's worldwide tech leader for retail and CPG, introduces the session and discusses AWS's role in retail, emphasizing their heritage and the commercialization of Amazon's internal technology.
Daniel, VP of Enterprise Architecture at Adidas, shares Adidas's journey to the cloud, including their use of generative AI.
Adidas's SAP systems are being consolidated and moved to AWS, with a focus on flexibility and integrated planning processes.
The company's data and analytics landscape is powered by AWS and Databricks, with a Lakehouse architecture and a mix of SAP and AWS applications.
Adidas uses machine learning for optimization, including range planning, sales performance analysis, and forecasting.
They are piloting AWS Bedrock for an internal assistant and AWS CodeWhisperer for coding assistance.
Adidas's e-commerce platform has evolved to support high traffic and frequent releases, with a shift towards a cloud-native, microservice architecture.
The company has a digital product creation process that leverages AWS's Render Farm Development Kit for 3D rendering.
Adidas is experimenting with generative AI for product design, using a stable diffusion algorithm trained on their archive of shoe images to inspire designers.

Adidas's move to AWS for their SAP systems is driven by the need for scalability, integration, and the ability to handle massive data growth.
The company's approach to data and analytics involves a balance between automated processes and human-guided decision-making, highlighting the importance of human intuition in conjunction with AI.
Adidas's use of AWS services like Bedrock and CodeWhisperer indicates a commitment to improving internal processes and developer efficiency.
The evolution of Adidas's e-commerce platform reflects a broader industry trend towards microservices and continuous deployment, which can lead to improved stability and reduced incident-related revenue loss.
The application of generative AI in product design at Adidas is an innovative step that could influence future trends in the fashion and retail industry, demonstrating the potential of AI to augment human creativity.