Klarna and Google Cloud have entered into a strategic partnership focused on enhancing creativity and personalisation in online shopping.
The collaboration will see Klarna leverage Google Cloud’s advanced AI tools to deliver innovative and engaging shopping experiences to its 114m consumers worldwide.
The partnership aims to combine Klarna’s deep consumer insights with Google Cloud’s comprehensive AI capabilities to accelerate the creation of customer-centric products and creative campaigns. The companies will focus on using AI not just to improve efficiency, but to reimagine how creativity shapes the way people shop online.
Klarna, headquartered in Stockholm, Sweden, provides payment and shopping solutions for consumers and retailers globally. Known for its “buy now, pay later” services, the company also operates as a licensed digital bank, offering flexible payment options, shopping inspiration, and personalised financial tools. Google Cloud, part of Alphabet Inc., delivers secure and scalable cloud computing solutions, data analytics, and AI-powered platforms to enterprises worldwide.
The initial phase of the collaboration will focus on enhancing Klarna’s app experience across two main areas: creative velocity and personalisation. Klarna will utilise Google’s latest generative media models, including Veo 2 and Gemini 2.5 Flash Image, to create dynamic “lookbooks” and highly personalised product campaigns within the Klarna App. These efforts have already shown measurable success, with early pilots increasing app engagement by 15% and boosting orders by 50%.
Additionally, Klarna will refine its extensive library of more than 200m images using Google Cloud’s AI models, improving visual quality and tailoring content to individual user preferences. This initiative aims to make every shopper interaction more engaging and visually appealing.
Beyond consumer-facing applications, the partnership will also strengthen Klarna’s fraud prevention systems. Using Google Cloud’s AI hardware and graph neural networks, Klarna will enhance its ability to identify fraudulent activity and combat money laundering more effectively. These advanced models will analyse complex relationships between users, devices, and transactions to detect anomalies and strengthen consumer protection.
Klarna chief marketing officer David Sandström said, “At Klarna, we’re not just adopting AI to streamline operations – we’re using it to rethink creativity itself. By combining Google Cloud’s leading AI models with Klarna’s unique consumer insights, we can craft experiences that feel smarter and more personal. Early pilots already show the potential: AI-driven creative concepts, from dynamic digital lookbooks to hyper-personalized product campaigns, boosted time spent in our app by 15% and increased orders by 50%. For us, this is proof that when creativity meets AI, the results can transform the way people shop.”
Google Cloud vice-president for EMEA North Marianne Janik said, “To lead in this new AI era, businesses require more than tools—they need strategic capabilities. Our partnership with Klarna is about providing just that. Our integrated, AI-optimized platform and cutting-edge models are enabling Klarna to unlock significant creative velocity and drive innovation. We’re proud to help Klarna not just adopt AI, but also use it to fundamentally redefine the customer experience.”
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