{"slug":"adidas-turns-customer-reviews-into-insight-at-scale-with-genai","url":"https://findausecase.com/use-cases/adidas-turns-customer-reviews-into-insight-at-scale-with-genai","title":"adidas turns customer reviews into insight at scale with GenAI","description":"adidas built a RAG chatbot on the Databricks Data + AI Platform using AI Search, Model Serving, Unity Catalog and MLflow to analyze over 2 million customer product reviews with LLMs including Claude Haiku, cutting response latency 60%, reducing compute costs over 90%, and improving analyst efficiency 30-40%.","company":"adidas","industry":"Retail","country":"Germany","aiCapabilities":["Retrieval-Augmented Generation","Large Language Models","Conversational AI","Generative AI"],"technology":["Databricks AI Search","Model Serving","Unity Catalog","MLflow","Databricks BGE Large","Claude Haiku","Agent Bricks","Delta Lake"],"deployment":"Public Cloud","problemStatement":"adidas' existing infrastructure couldn't support GenAI-driven review analysis: their legacy chatbot wasn't built on GenAI or RAG, leading to generic answers, high compute costs and frustrating 15-second response times, while review analysis remained largely manual and nontechnical users struggled to access insights, with query payloads exceeding 200,000 tokens overloading back-end systems.","solutionApproach":"adidas embedded over 2 million product reviews using models like Databricks BGE Large, indexed them with Databricks AI Search, and deployed a RAG pipeline using Model Serving that retrieves relevant review snippets and generates responses with LLMs such as Claude Haiku; Unity Catalog secures access and governance of models and data, and MLflow tracks model performance and iteration.","businessValue":"adidas cut latency by 60% (from 15.5 to 6 seconds), reduced token input size by 98.5% (from 200,000 to 3,000 tokens per query), lowered compute costs by over 90%, and improved review analysis efficiency by up to 30-40%.","evidence":{"band":"high"},"sourceUrl":"https://www.databricks.com/customers/adidas","dates":{"publishedAt":"2026-09-09T09:01:18.668Z","publishedAtSource":"pipeline","updatedAt":"2026-09-09T09:01:18.668Z"},"license":"Open for reading and citing with a link to https://findausecase.com/use-cases/adidas-turns-customer-reviews-into-insight-at-scale-with-genai. Bulk republication requires permission."}