Google Cloud Announces Collaboration with Philips
Google Cloud’s Vertex AI helps Philips update marketing touchpoints more efficiently, manage compliance effectively, and ensure better use of existing and new assets by improving visual matching.
Topics
Google Cloud announced a collaboration with the Philips Personal Health Business to modernise its global image library and content marketing systems. Leveraging Google Cloud’s Vertex AI platform, the collaboration aims to streamline asset management, improve consistency across brand materials, reduce costs, and support more responsive marketing operations.
The company needed a more efficient way to maintain visual consistency and accuracy at scale. With the integration of Vertex AI and models from Model Garden, Philips was able to process over 200,000 images, refining them into 8,000 unique, brand-compliant assets in a short time.
This process eliminated duplicates and outdated visuals, drastically simplified asset governance, and ensured consistent brand representation.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 reinvest 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.”
ALSO READ: Google Launches Confidential Matching for Advertisers
The solution’s speed and accuracy are enabled by a custom algorithm designed to recognise visual structure and similarity, even when images have been altered through cropping, resizing, or reformatting. This approach addresses current asset management challenges and supports future automation and scalability.
By improving visual matching, the system helps Philips update marketing touchpoints more efficiently, manage compliance effectively, and ensure better use of existing 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,” said Joost Smit, Head of Google Cloud, Benelux.
In addition to improving the content lifecycle, the solution introduces practical benefits for Philips’ marketing operations. These include enabling faster A/B testing through visual similarity searches, offering campaign managers access to current and relevant assets, and easing the manual workload involved in managing assets across various channels.
ALSO READ: Yelp Expands Ad Offerings for Advertisers
