With the use of artificial intelligence (AI), Puma is launching a new sneaker that features references to vintage models. The Inverse, a sneaker from Puma’s history that it defined as an “AI-made concept built on performance models,” will arrive before the end of the month.
Puma claimed that in order to produce the Inverse, the Inhale silhouette was “the archival observation,” AI was the “artificial interpretation,” and its designers contributed “human refinement.”
In a statement, Scottie Gurwitz, lead product line manager at Puma, said, “Inverse is a deep dive into a new design mindset. We wanted to use experimental technology to bridge the gap between human experience and technology.” AI can be a useful experimental tool for us as we progress through the design process because it doesn’t follow the same rules as human designers.”
