Google Cloud and Philips have joined forces to revolutionize Philips Personal Health's consumer marketing innovation and digital asset management. By leveraging Google Cloud's Vertex AI platform, Philips has developed an AI-powered solution that dramatically speeds up asset management, reduces operational costs, enhances brand consistency, and improves marketing agility.
Philips Personal Health faced challenges in maintaining visual consistency across its extensive product range and growing online presence. Managing a vast library of marketing assets proved to be complex, time-consuming, and difficult to scale. To address this, Philips partnered with Google Cloud and utilized its Vertex AI platform, along with advanced models from Model Garden. This collaboration led to the successful processing and matching of over 200,000 images into 8,000 unique, brand-consistent assets within hours. The new system effectively eliminated duplicate and outdated visuals, significantly simplifying asset governance and ensuring a unified brand image.
The AI-powered solution developed through this collaboration achieves remarkable speed and accuracy by employing a custom algorithm that identifies visual structure and similarity, even in images that have undergone cropping, resizing, or reformatting. This advanced approach not only resolves current challenges but also establishes a foundation for future automation and scalable asset operations. This innovation marks a significant advancement in Philips' asset lifecycle management strategy, guaranteeing that consumers consistently encounter the most current product visuals and messaging. By leveraging advanced visual matching, Philips can expedite the updating of touchpoints, minimize compliance risks, and maximize the impact of both existing and new assets.
Claudia Calori, Head of Marketing Excellence, Personal Health at Philips, stated, "Powered by Google's AI, this breakthrough in asset management is transforming how we work. 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."
Beyond streamlining the content lifecycle, this innovative solution unlocks significant new marketing opportunities for Philips. These include accelerating A/B testing through rapid visual similarity searches, providing campaign managers with curated and up-to-date asset selections, and reducing the manual workload associated with asset governance across multiple channels.
Joost Smit, Head of Google Cloud, Benelux, commented, "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."
Royal Philips 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.
Headquartered in the Netherlands, the company is a leader in diagnostic imaging, ultrasound, image-guided therapy, monitoring and enterprise informatics, as well as in personal health. Philips generated 2024 sales of EUR 18 billion and employs approximately 67,200 employees with sales and services in more than 100 countries.
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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