PUMA has announced its partnership with Google Cloud to leverage machine learning capabilities for enhanced customer engagement through advanced audience segmentation. I was particularly impressed by PUMA's focus on first-party data and data quality to improve transparency and redefine customer interactions. It was interesting to see how PUMA leveraged BigQuery's machine learning capabilities to create advanced audience segments based on purchase propensity. I believe this approach can help many online retailers improve their ad targeting and increase customer engagement. I was also impressed by the integration of BigQuery with other Google products like Cloud Shell, CRMint, Google Analytics, and Google Ads. This integration seems to provide a seamless and efficient workflow. Finally, I believe PUMA's plans to expand its use of machine learning, first-party data, and server-side tagging are promising steps towards a data-driven and AI-powered future.