Google Cloud, Philips To Leverage AI To Drive Consumer Marketing Innovation

Google Cloud has 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, Philips has developed a solution that enables asset management with speed and scale. This has reduced operational costs, enhanced brand consistency and accelerated marketing agility, Google Cloud said in a blog post.

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.

With Google Cloud's Vertex AI and advanced models from Model Garden, it 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 This process eliminated duplicates and outdated visuals, simplified asset governance, and enabled consistent brand representation.

"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," said Claudia Calori, head of marketing excellence, personal health at Philips.

The solution achieves speed and accuracy thanks to a custom algorithm that recognises visual structure and similarity even when images have been cropped, resized or reformatted. This approach not only solves current challenges but also lays the groundwork for future automation and scalable asset operations. 

The solution also advances Philips' asset lifecycle management strategy, helping consumers see the latest product visuals and messaging. By using advanced visual matching, Philips can refresh touchpoints faster, limit compliance risk and maximise the impact of current and new assets.

Beyond simply streamlining the content lifecycle process, the solution unlocks marketing opportunities for Philips, including accelerating A/B testing through visual similarity searches, supporting campaign managers with curated, up-to-date asset selections, and reducing the manual burden of asset governance across multiple channels.

"This strategic collaboration with Philips leverages Google Cloud's advanced AI capabilities to fundamentally transform its content management approach," said Joost Smit, head of Google Cloud, Benelux.