Accelerating smarter decisions through customer feedback
Adidas has consistently prioritized innovation, beginning with the invention of screw-in studs that revolutionized soccer cleats and evolving into high-performance gear that merges technology, sustainability, and style. To maintain this reputation and better support its international customer base, the company aimed to leverage a significant, underutilized re
The objective was to utilize Generative AI to distill sentiment and practical insights from user feedback, enabling over 50 global decision-makers—including those without technical backgrounds—to enhance brand experience and product development. By implementing a RAG chatbot, the company sought to automate the analysis of reviews and provide context-heavy, real-time responses, ensuring that teams could respond rapidly to genuine customer needs.
However, the existing infrastructure at Adidas was insufficient to support this ambition. Because their legacy chatbot lacked GenAI or RAG capabilities, it produced generic results, incurred high compute expenses, and suffered from frustrating 15-second latency. Furthermore, the process of analyzing reviews remained largely manual and inefficient, making it difficult for nontechnical staff to utilize the data. “With query payloads exceeding 200,000 tokens, we were overloading our back-end systems and limiting adoption,” Rahul Pandey, Senior Solutions Architect at adidas, said.
