Google Cloud and Philips Collaborate to Drive Consumer Marketing Innovation and Transform Digital Asset Management with AI
Google Cloud and Philips (PHG) have announced a strategic collaboration to revolutionize Philips' digital asset management using AI technology. Leveraging Google Cloud's Vertex AI platform, Philips successfully processed and matched over 200,000 images into 8,000 unique, brand-aligned assets within hours. The solution utilizes a custom algorithm that recognizes visual structure and similarity across different image formats.
The collaboration has significantly enhanced Philips' marketing operations by streamlining asset governance, ensuring brand consistency, and reducing operational costs. The system can identify similar images even when cropped, resized, or reformatted, enabling faster touchpoint updates and reduced compliance risks. This innovation also enables new marketing opportunities, including accelerated A/B testing and improved campaign management support.
Google Cloud e Philips (PHG) hanno annunciato una collaborazione strategica per rivoluzionare la gestione digitale degli asset di Philips attraverso la tecnologia AI. Sfruttando la piattaforma Vertex AI di Google Cloud, Philips ha elaborato e abbinato con successo oltre 200.000 immagini in 8.000 asset unici e allineati al brand in poche ore. La soluzione utilizza un algoritmo personalizzato che riconosce la struttura visiva e la somiglianza tra diversi formati di immagine.
La collaborazione ha migliorato notevolmente le operazioni di marketing di Philips, semplificando la governance degli asset, garantendo la coerenza del brand e riducendo i costi operativi. Il sistema è in grado di identificare immagini simili anche se ritagliate, ridimensionate o riformattate, permettendo aggiornamenti più rapidi dei touchpoint e una riduzione dei rischi di conformità. Questa innovazione apre inoltre nuove opportunità di marketing, tra cui test A/B accelerati e un migliore supporto alla gestione delle campagne.
Google Cloud y Philips (PHG) han anunciado una colaboración estratégica para revolucionar la gestión digital de activos de Philips utilizando tecnología de IA. Aprovechando la plataforma Vertex AI de Google Cloud, Philips procesó y emparejó con éxito más de 200,000 imágenes en 8,000 activos únicos alineados con la marca en cuestión de horas. La solución utiliza un algoritmo personalizado que reconoce la estructura visual y la similitud entre diferentes formatos de imagen.
La colaboración ha mejorado significativamente las operaciones de marketing de Philips al optimizar la gobernanza de activos, asegurar la coherencia de la marca y reducir los costos operativos. El sistema puede identificar imágenes similares incluso cuando están recortadas, redimensionadas o reformateadas, lo que permite actualizaciones más rápidas en los puntos de contacto y reduce los riesgos de cumplimiento. Esta innovación también abre nuevas oportunidades de marketing, incluyendo pruebas A/B aceleradas y un mejor soporte en la gestión de campañas.
Google Cloud와 Philips (PHG)는 AI 기술을 활용하여 Philips의 디지털 자산 관리를 혁신하는 전략적 협력을 발표했습니다. Google Cloud의 Vertex AI 플랫폼을 활용하여 Philips는 20만 개 이상의 이미지를 몇 시간 만에 8,000개의 고유하고 브랜드에 부합하는 자산으로 성공적으로 처리하고 매칭했습니다. 이 솔루션은 다양한 이미지 형식 간의 시각적 구조와 유사성을 인식하는 맞춤형 알고리즘을 사용합니다.
이번 협력으로 Philips의 마케팅 운영이 크게 향상되어 자산 관리가 간소화되고 브랜드 일관성이 보장되며 운영 비용이 절감되었습니다. 시스템은 이미지가 잘리거나 크기가 조정되거나 재포맷되었을 때도 유사한 이미지를 식별할 수 있어 접점 업데이트가 더 빠르고 컴플라이언스 위험이 줄어듭니다. 이 혁신은 또한 가속화된 A/B 테스트와 향상된 캠페인 관리 지원 등 새로운 마케팅 기회를 가능하게 합니다.
Google Cloud et Philips (PHG) ont annoncé une collaboration stratégique visant à révolutionner la gestion des actifs numériques de Philips grâce à la technologie IA. En exploitant la plateforme Vertex AI de Google Cloud, Philips a réussi à traiter et associer plus de 200 000 images en 8 000 actifs uniques et alignés avec la marque en quelques heures. La solution utilise un algorithme personnalisé qui reconnaît la structure visuelle et la similitude entre différents formats d'image.
Cette collaboration a considérablement amélioré les opérations marketing de Philips en simplifiant la gouvernance des actifs, en assurant la cohérence de la marque et en réduisant les coûts opérationnels. Le système peut identifier des images similaires même lorsqu'elles sont recadrées, redimensionnées ou reformatées, permettant des mises à jour plus rapides des points de contact et réduisant les risques de conformité. Cette innovation ouvre également de nouvelles opportunités marketing, notamment des tests A/B accélérés et un meilleur support de gestion des campagnes.
Google Cloud und Philips (PHG) haben eine strategische Zusammenarbeit angekündigt, um das digitale Asset-Management von Philips mithilfe von KI-Technologie zu revolutionieren. Durch den Einsatz der Vertex AI-Plattform von Google Cloud konnte Philips erfolgreich über 200.000 Bilder innerhalb weniger Stunden in 8.000 einzigartige, markenkonforme Assets verarbeiten und zuordnen. Die Lösung nutzt einen maßgeschneiderten Algorithmus, der visuelle Strukturen und Ähnlichkeiten über verschiedene Bildformate hinweg erkennt.
Die Zusammenarbeit hat Philips' Marketingprozesse erheblich verbessert, indem sie die Asset-Governance optimiert, Markenkonsistenz sichert und Betriebskosten senkt. Das System kann ähnliche Bilder auch dann erkennen, wenn sie beschnitten, skaliert oder neu formatiert wurden, was schnellere Aktualisierungen der Kontaktpunkte und reduzierte Compliance-Risiken ermöglicht. Diese Innovation eröffnet zudem neue Marketingmöglichkeiten, darunter beschleunigte A/B-Tests und verbesserte Unterstützung im Kampagnenmanagement.
- Successfully processed 200,000 images into 8,000 unique assets in hours, significantly improving operational efficiency
- Reduced operational costs through automated asset management
- Enhanced brand consistency and compliance across marketing channels
- Enabled new marketing capabilities including faster A/B testing and improved campaign management
- None.
Insights
Google Cloud's AI helps Philips modernize marketing assets, boosting efficiency and brand consistency while reducing operational costs.
Philips has deployed Google Cloud's Vertex AI platform to revolutionize its digital asset management, addressing a significant operational challenge. Previously, Philips struggled with managing thousands of marketing assets across its diverse product portfolio, facing a complex, time-intensive process that was difficult to scale effectively.
The implementation has delivered immediate measurable results: the system processed over
The technology utilizes a custom algorithm that can recognize visual similarities even when images have been modified through cropping, resizing, or reformatting. This sophisticated approach enables Philips to refresh consumer touchpoints faster, reduce compliance risks, and maximize the impact of marketing assets.
Beyond the immediate operational improvements, this collaboration creates strategic marketing advantages for Philips, including accelerated A/B testing capabilities through rapid visual similarity searches and improved support for campaign managers through curated, up-to-date asset selections.
The business value is multi-layered: reduced operational costs through automation, enhanced brand consistency across global markets, minimized compliance risks, and freed resources that can be redirected toward consumer engagement and innovation. For Philips' Personal Health Business, this represents a significant modernization of marketing infrastructure with potential long-term competitive advantages in digital consumer engagement.
Google Cloud helps streamline marketing processes, enhancing brand consistency and reducing operational costs
Philips needed a better way to manage visual consistency across its broad product portfolio and growing digital presence. With thousands of marketing assets across its portfolio, the existing process was complex, time-intensive, and hard to scale. However, with Google Cloud's Vertex AI and advanced models from Model Garden, it successfully processed and matched over 200,000 images into 8,000 unique, brand-aligned assets in a matter of hours. This process eliminated duplicates and outdated visuals, drastically simplified asset governance, and ensured consistent brand representation.
"Powered by Google's AI, this breakthrough in asset management is transforming how we work," said Claudia Calori, Head of Marketing Excellence, Personal Health at Philips. "Through our partnership with Google Cloud, we're ensuring brand consistency, compliance and accuracy while helping increase efficiency in our operations to re-invest our time and attention on accelerating true innovation, and building deeper, more meaningful connections with our consumers. We see tremendous strategic potential in this technology, and we're excited to shape the future of content management."
The solution achieves this remarkable speed and accuracy thanks to a custom algorithm that recognizes visual structure and similarity – even when images have been cropped, resized, or reformatted. This advanced approach not only solves current challenges but also lays the groundwork for future automation and scalable asset operations. This innovation marks a major leap forward for Philips' asset lifecycle management strategy, ensuring that consumers always encounter the latest product visuals and messaging. By using advanced visual matching, Philips can refresh touchpoints faster, limit compliance risk, and maximize the impact of current and new assets.
"This strategic collaboration with Philips leverages Google Cloud's advanced AI capabilities to fundamentally transform its content management approach. We're not just improving workflows; we're enabling Philips to set new industry benchmarks for operational efficiency, marketing innovation, and the scalable deployment of digital assets," says Joost Smit, Head of Google Cloud, Benelux.
Beyond simply streamlining the content lifecycle process, this innovative solution unlocks significant new marketing opportunities for Philips, including accelerating A/B testing through rapid visual similarity searches, supporting campaign managers with curated, up-to-date asset selections, and reducing the manual burden of asset governance across multiple channels.
About Royal Philips
Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people's health and well-being through meaningful innovation. Philips' patient- and people-centric innovation leverages advanced technology and deep clinical and consumer insights to deliver personal health solutions for consumers and professional health solutions for healthcare providers and their patients in the hospital and the home.
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About Google Cloud
Google Cloud is the new way to the cloud, providing AI, infrastructure, developer, data, security, and collaboration tools built for today and tomorrow. Google Cloud offers a powerful, fully integrated, and optimized AI stack with its own planet-scale infrastructure, custom-built chips, generative AI models, and development platform, as well as AI-powered applications, to help organizations transform. Customers in more than 200 countries and territories turn to Google Cloud as their trusted technology partner.
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SOURCE Google Cloud
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