Mattel faucets into Google Cloud to speed up product innovation in response to buyer suggestions

International toy producer Mattel has revealed particulars of how its know-how tie-up with Google Cloud is permitting the agency to answer buyer suggestions in actual time and speed up its product innovation and growth processes.

Through the opening keynote of the Google Cloud Subsequent accomplice and buyer convention in Las Vegas, Mattel CEO Ynon Kreiz opened up about how the corporate is tapping into the general public cloud platform’s information analytics and synthetic intelligence (AI) capabilities to reinforce what he described as “one of the crucial iconic product portfolios on this planet”.

“At Mattel, our mission is to create revolutionary merchandise and experiences that encourage followers, entertain audiences and develop youngsters via play. This yr, we’re celebrating 80 years, and … Mattel at the moment is a world model administration firm, house to one of the crucial iconic portfolios on this planet,” mentioned Kreiz.

Specfically, Mattel is utilizing Google Cloud’s information analytics capabilities to analyse buyer suggestions from a various array of sources in actual time, and this has allowed it to scale back its data-processing time for this data from a month to a minute, it claimed.

“Our partnership with Google Cloud has helped us synthesise hundreds of thousands of factors of shopper suggestions from telephone calls and emails to on-line evaluations and social media feedback, delivering insights and alternatives to deepen our relationship with Mattel followers,” mentioned Kreiz, through the Google Cloud Subsequent keynote.

“Earlier than partnering with Google Cloud, groups recognized patterns manually. Now we are able to analyse sentiment and shopper preferences in actual time. [Now] we are able to immediately determine key points and tendencies, bettering each effectivity and innovation.”

The insights gleaned from its buyer information has allowed Mattel to dig deeper into who its viewers is in order that it may possibly cater to the distinct wants and needs of its buyer base, which has generated buyer loyalty advantages.

With Google Cloud’s help it’s now attainable for the corporate to distinguish between mother and father shopping for toys for his or her youngsters to adults who may be occupied with shopping for its manufacturers from a toy collectors’ perspective and modify its choices to them accordingly, for instance.

The corporate has additionally drawn on Google Cloud’s capabilities to automate the evaluation of its buyer evaluations so enhancements may be swiftly made to its flagship merchandise. Together with, as name-checked through the keynote by Kreiz, its Barbie Dreamhouse and the Fisher Worth interactive Kick and Play Piano product for toddlers.

“These are two of our top-selling world merchandise which were made even higher via data-driven insights. We see Google Cloud as a real accomplice in bringing the magic of play to life for each Mattel fan,” he added.

This yr’s Google Cloud Subsequent convention has, as in earlier years, seen the general public cloud large shine a light-weight on the assorted methods its applied sciences are enabling AI-focused digital transformation tasks to proceed in quite a lot of industries, with a slew of latest product enhancements introduced in assist of this. 

In addition to retail, Pc Weekly reported earlier this week on how Google Cloud’s AI know-how is being utilized by companies within the extremely regulated authorized sector to automate repetitive processes and help with extra complicated casework duties.