Klarna has leveraged AI to increase the number of campaigns it puts out, all while cutting its sales and marketing spend by 11% in Q1 2024.

The firm has decreased its spending on external marketing suppliers by 25% across translation, CRM and social strategies while running rate savings of £3 million ($4 million).

It also reduced image production costs by £4.68million($6 million) in the first quarter, helped by using tools including Midjourney, DALL-E and Firefly.

The streamlined process has helped Klarna update its apps to more efficiently reflect timely occasions like Mother’s Day, spring refreshes, graduation and summer sales.

The firm recently tapped Paris Hilton to spread the word about its flexible payments and other features.

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Using generative AI, the firm also says it has reduced the development cycle of images from 6 weeks to just 7 days while including checks for brand consistency, image quality and legal compliance.

“AI is helping us become leaner, faster and more responsive to what our customers care about, leading to a much, much better experience,” said Klarna CMO David Sandström.

“Traditionally, it would have been very costly to cater to these occasions with bespoke imagery but with AI that is no longer an issue and we can create relevant imagery to support practically any event. Essentially, we have removed the need for stock imagery,”  Sandström added.