Klarna and Google Cloud have formed a strategic partnership to integrate advanced artificial intelligence (AI) tools, aiming to enhance creativity and personalization in online shopping for Klarna’s 114 million global consumers. The collaboration seeks to combine Klarna’s consumer insights with Google Cloud’s AI capabilities to accelerate the development of customer-centric products and creative campaigns, moving beyond efficiency improvements to reshape online shopping experiences.
Klarna, headquartered in Stockholm, Sweden, is a licensed digital bank offering payment and shopping solutions globally, known for its “buy now, pay later” services, shopping inspiration, and personalized financial tools. Google Cloud, a division of Alphabet Inc., provides secure, scalable cloud computing solutions, data analytics, and AI-powered platforms to businesses worldwide.
The initial phase of the partnership will focus on elevating the Klarna app experience, specifically in creative velocity and personalization. Klarna will utilize Google’s generative media models, including Veo 2 and Gemini 2.5 Flash Image, to produce dynamic “lookbooks” and highly personalized product campaigns within its app. Early pilot programs leveraging these tools have demonstrated measurable success, showing a 15% increase in app engagement and a 50% boost in orders.
Additionally, Klarna plans to refine its library of over 200 million images using Google Cloud’s AI models. This initiative aims to improve visual quality and tailor content to individual user preferences, making each shopper interaction more engaging and visually appealing.
Beyond consumer-facing applications, the collaboration will also strengthen Klarna’s fraud prevention systems. By employing Google Cloud’s AI hardware and graph neural networks, Klarna intends to enhance its ability to identify fraudulent activity and combat money laundering more effectively. These advanced models are designed to analyze complex relationships across users, devices, and transactions to detect anomalies and bolster consumer protection.
David Sandström, Klarna’s chief marketing officer, stated, “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.”
Marianne Janik, Google Cloud vice-president for EMEA North, commented, “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.”
