Google Cloud has announced a strategic collaboration with Philips Personal Health Business to modernize Philips’ global image library and content marketing systems. Leveraging Google Cloud’s Vertex AI platform, Philips has built a cutting-edge solution that accelerates asset management with unmatched speed, scale, and efficiency, while reducing costs and enhancing brand consistency.

1. The Challenge: Managing a Vast Asset Portfolio

Philips faced increasing complexity in managing thousands of marketing assets across its broad product portfolio and expanding digital presence. The legacy processes were time-intensive, difficult to scale, and prone to inconsistencies challenges that threatened brand coherence and operational agility.

2. AI-Powered Breakthrough with Vertex AI

By harnessing Google Cloud’s Vertex AI and advanced models from Model Garden, Philips processed and matched over 200,000 images into 8,000 unique, brand-aligned assets in just hours. This approach:

• Eliminated duplicate and outdated visuals

• Simplified asset governance drastically

• Ensured consistent and compliant brand representation

The custom algorithm intelligently recognizes visual similarities even when images are cropped, resized, or reformatted, enabling rapid and accurate asset curation.

3. Transforming Marketing Operations and Brand Experience

Claudia Calori, Head of Marketing Excellence, Personal Health at Philips, said:
"Powered by Google's AI, this breakthrough is transforming how we work. It helps us maintain brand consistency, compliance, and accuracy while freeing time to focus on true innovation and creating deeper consumer connections."

The solution accelerates Philips' asset lifecycle management strategy, ensuring consumers always see up-to-date product visuals and messaging, reducing compliance risks, and maximizing marketing impact.

4. Unlocking New Marketing Capabilities

Beyond operational efficiency, this collaboration unlocks new marketing opportunities for Philips, including:

• Rapid visual similarity searches to accelerate A/B testing

• Curated, up-to-date asset selections for campaign managers

• Reduced manual workload in asset governance across channels

5. Google Cloud’s Perspective

Joost Smit, Head of Google Cloud, Benelux, commented:
"This collaboration leverages our advanced AI to fundamentally transform Philips' content management, setting new benchmarks for operational efficiency, marketing innovation, and scalable digital asset deployment."

The partnership between Google Cloud and Philips exemplifies how AI-driven innovation can transform marketing operations at scale, delivering greater efficiency, stronger brand consistency, and enhanced agility. This project not only addresses current challenges but also paves the way for future automation and smarter asset lifecycle management.