What challenges did Swarovski face before AI implementation?

Data and customer signals were fragmented across multiple systems and markets. Insights were delayed, limiting real-time personalization and omnichannel experiences. The company needed a scalable, governed way to extend generative AI across employee workflows while maintaining responsible AI controls.

What was the impact of the AI solution?

AI-personalized email campaigns achieved 17% higher open rates and 7% higher click-through rates. Campaign localization became 10x faster with AI-assisted translation and asset adaptation. Customer service workflows became faster through AI-assisted ticket triage and agent support. In 2024, 77% of AI initiatives were evaluated and approved through Swarovski's internal responsible AI framework.

Source

GCP

Swarovski: Gemini and Vertex AI for genAI portal (Génie) and customer data/marketing personalization

Use case typeCustomer experience analyticsUpdated Jun 13, 2026

Swarovski, the luxury crystal and jewelry company, modernized its data foundation on Google Cloud to support real-time personalization and enterprise AI adoption across markets and channels. The company centralized over 1,000 data objects from more than 30 sources into BigQuery as a single source of truth, then built a customer data platform on Looker to unify ecommerce, CRM, marketing, and retail touchpoints. Swarovski also launched Génie, an internal generative AI portal powered by Vertex AI and Gemini that is used by more than 1,000 employees for translation, content creation, contract review, campaign ideation, and product design cost estimation.

Organization: Swarovski
Industry: Consumer & Food
Location: Austria
Published: January 2024

Reported outcomes

10x

timeTime & speed

+17%quantified impact+7%quantified impact77%quantified impact

Strategic outcomes

Customer experience & trustImproved email campaign engagementSpeed & agilityFaster campaign localizationCustomer experience & trustFaster customer service workflowsRisk & complianceEstablished responsible AI governance

Catalog median for time & speed deployments: −60% across 763 reported metrics. Compare benchmarks →

Primary read

Use case focus

Showing 3 of 4

1Customer Experience Personalization
2Marketing Automation
3Content Generation

Data and customer signals were fragmented across multiple systems and markets.
Insights were delayed, limiting real-time personalization and omnichannel experiences.
The company needed a scalable, governed way to extend generative AI across employee workflows while maintaining responsible AI controls.

Swarovski migrated data from more than 30 sources into BigQuery to create a centralized data lakehouse and single source of truth.
It built a customer data platform on Looker to connect ecommerce, CRM, marketing, and retail data for a unified customer view.
Using Vertex AI and Gemini, Swarovski deployed Génie as an internal gen AI portal for multilingual translation, creative asset generation, contract review, campaign support, and rough cost estimation for designs.
The company also embedded an internal AI ethics and risk model and quality checks to govern AI usage.

Technologies

BigQuery Looker Vertex AI Gemini

AI-personalized email campaigns achieved 17% higher open rates and 7% higher click-through rates.
Campaign localization became 10x faster with AI-assisted translation and asset adaptation.
Customer service workflows became faster through AI-assisted ticket triage and agent support.
In 2024, 77% of AI initiatives were evaluated and approved through Swarovski's internal responsible AI framework.

Architecture

Swarovski consolidated data from CRM, ERP, ecommerce, creative assets, and other sources into BigQuery as a centralized data lakehouse. Looker served as the customer data platform and dashboard layer for a single customer view. Vertex AI and Gemini supported the Génie generative AI portal used by employees for translation, content creation, contract review, and campaign and design support.

Implementation partners1

CloudSufi

Sources & evidence1

Groundedness: 5/5

Primary source

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Customer evidence