Author: Julia Waldow

This story was first published by Digiday sibling Modern Retail.

As Puma looks to return to growth, it’s also embracing the latest technology.

The nearly 80-year-old brand is diving headfirst into artificial intelligence, a few years after it launched a Roblox experience and tested out NFTs and Web3 programs. Most recently, on April 13, Puma debuted a new AI-powered “digital human” concierge named “Dylan” in its Las Vegas flagship. “Dylan,” who appears on a seven-foot-tall screen, can speak more than 100 languages, recommend products and answer customers’ questions. Puma is also gearing up to announce the winning design from its AI jersey contest, held two years ago in partnership with football club Manchester City.

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Bauer Media Group, the entity behind titles such as Closer, Empire, Grazia and Heat, announced a company-wide restructuring this week, including significant job cuts, with sources indicating it could affect up to 30% of its publishing staff.  

The developments came to light when the Europe-based publisher addressed staff internally earlier this week, during which leadership announced the cutbacks, primarily affecting its workforce in Germany and the U.K. 

The cut in headcount was also alluded to in a muted announcement from Bauer Media Group, whereby the company said it “recognises [sic] that these changes will impact employees in certain areas of the business,” with the decision later explained in an April 15 company all-hands.

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