Would You Believe AI Made This? PSG's New Kit Reveal
The recent launch of Paris Saint-Germain's (PSG) 2024-2025 home kit has captivated fans and industry experts alike, not just for the sleek design but for the revolutionary approach in its promotion. The entire campaign was created using artificial intelligence (AI), setting a new precedent in sports marketing.
The AI-Generated Campaign
PSG's innovative strategy involved replacing traditional photoshoots with AI-generated images. These images were created from scratch by AI, showcasing the players in the new kit with remarkable realism and creativity. This method highlights PSG's commitment to cutting-edge technology and demonstrates how AI can transform conventional marketing practices.
Technology
The campaign, led by Benjamin Benichou from Drop, employed several advanced AI technologies to achieve the innovative results:
LoRA (Low-Rank Adaptation) Models: These models were used for training on players, jerseys, and other elements of PSG’s branding. LoRA models are efficient, requiring minimal data to achieve high accuracy.
Midjourney and Stable Diffusion: These AI models were key in generating the high-quality images for the campaign. The IP Adapter ensured that the images adhered closely to PSG's specific stylistic guidelines.
Magnific and Topaz: These tools were utilised for upscaling the images, maintaining high resolution and detail.
Photoshop: Final adjustments and enhancements were made using Photoshop to ensure the images met the highest quality standards.
Campaign Highlights and Player Features
The AI-generated campaign was unveiled on May 10, 2024, across PSG’s official platforms. Prominent players such as Marquinhos, Warren Zaire-Emery, and Nuno Mendes were featured, showcasing the new kit in a series of stunning AI-generated images. The kit itself is a modern reinterpretation of the classic Hechter jersey, inspired by the urban art scene of Greater Paris.
Public Reception
The response to PSG’s AI-driven campaign has been overwhelmingly positive. Fans and industry experts have praised the creativity and efficiency of the approach, noting the seamless integration of AI-generated content with PSG's brand identity. This pioneering effort demonstrates the potential of AI to transform sports marketing, setting a new standard for creativity and efficiency.
Benefits of AI Integration
Efficiency: AI can produce high-quality images quickly, eliminating the need for lengthy photoshoots.
Creativity: AI allows for unique and innovative creative possibilities, enhancing traditional marketing techniques.
Cost-Effectiveness: Reducing logistical and production costs associated with traditional photoshoots can be financially advantageous.
The AI-generated campaign for PSG's 2024-2025 home kit exemplifies how artificial intelligence can transform sports marketing. By leveraging generative AI models, PSG has set a new benchmark for efficiency and creativity in promotional campaigns. As AI technology continues to evolve, its applications in sports and beyond are likely to expand, offering exciting new possibilities for innovation.
"If I wouldn't have told you, would you have spotted that it was made with AI?"
- Benjamin Benichou, Drop
