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• Eliminated duplicate and outdated visuals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.

G2A.COM, the world’s largest marketplace for digital entertainment, has unveiled its latest brand awareness campaign, “Best Gate 2 Play.” This campaign builds on the success of its recent Gate Ready initiative, reinforcing G2A.COM’s Gate 2 Adventure positioning and solidifying its leadership in the digital entertainment space.

Spotlight on G2A.COM’s Vast Digital Offerings

The Best Gate 2 Play campaign highlights G2A.COM’s unmatched range of digital products including:

• Video games

• Gaming subscriptions

• Points for PC & mobile games

• DLCs and more

It emphasizes the marketplace’s core advantages: a vast catalog, instant digital delivery, competitive pricing, a seamless experience through the G2A App, and exciting benefits via G2A Plus, the loyalty program with Free and Premium plans designed to let users pay less and gain more.

AI-Driven Innovation at the Core

A standout feature of the campaign is its innovative use of AI-generated videos created in collaboration with creative agency PRO/PORCJA. The campaign leverages multiple advanced AI tools and platforms to craft hyper-realistic, immersive video content, including:

• ComfyUI for model training

• LLaMa Florence 2 for text-to-visual generation

• Flux Ultra for high-speed text-based video creation

• Visual enhancement tools like Sora, Kling AI, Fal, Krea, and MidJourney

This cutting-edge approach showcases G2A.COM’s commitment to integrating AI to enhance creativity and personalize the gamer journey.

Commitment to Digital Ethics and Consumer Trust

Mona Kinal, Chief Marketing Officer at G2A.COM, emphasized the balance between innovation and responsibility:
"The future of digital entertainment is driven by innovation and AI. With 'Best Gate 2 Play,' we're amplifying creativity and engagement while staying mindful of digital ethics and consumer trust."

G2A.COM

Founded in 2010 in Poland by Bartosz Skwarczek and a visionary team, G2A.COM evolved from a physical game distributor into the world’s largest digital marketplace by 2014. Today, it offers a broad spectrum of digital entertainment products, including games, gift cards, software, and e-learning, supporting multiple global and local payment options for a secure, seamless purchasing experience.

Campaign Duration

The Best Gate 2 Play campaign will run through the end of the year, delivering a series of AI-generated videos spotlighting various digital categories available on G2A.COM.

A recent Gartner, Inc. survey reveals that 47% of U.S. consumers expect to buy more American-made products in 2025, reflecting a growing preference for domestic goods amid ongoing economic uncertainty.

Conducted in March 2025 among 212 U.S. consumers, the Gartner Consumer Community survey also uncovered significant shifts in purchasing behavior. Notably, 42% of consumers reported delaying major purchases, a sharp rise from 28% in 2024. Gartner predicts that by Q3 2025, this will increase to 60% of consumers postponing major expenditures.

Moreover, by the end of 2025, Gartner forecasts that 60% of consumers will increasingly rely on secondhand and peer-to-peer marketplaces for their purchases, signaling a move toward more budget-conscious shopping strategies.

Economic Uncertainty Driving Deliberate Consumer Behavior

Kate Muhl, VP Analyst at Gartner Marketing, emphasized the shift:
"The current wave of economic uncertainty is reshaping consumer behavior in profound ways. There is a clear move toward more deliberate purchasing decisions and budget-conscious strategies as consumers prioritize financial stability over immediate gratification."

She added that marketing leaders who strengthen brand value and consistently deliver on core promises are better positioned to thrive in this evolving landscape.

Consumer Preferences on Brand Stance and Consistency

The survey also revealed nuanced views on brand activism:

• 68% of consumers prefer brands to remain neutral on social or political issues at this time.

• However, 55% lose trust in brands that reverse their stance on such issues.

• Among those who distrust brands for changing course, one-third reported boycotting a brand in the past year, compared to just 20% among those indifferent to brand reversals.

Muhl advises marketers to navigate brand activism carefully:

"Marketers must balance brand activism with consumer sentiment, especially when altering existing positions, to avoid alienating customers."

Expedia Group announced a significant expansion of its B2B technology platform with new APIs and advertising solutions designed to empower travel partners and enhance traveler experiences. These updates, revealed at Expedia Group’s EXPLORE™ event, include GenAI-powered discovery tools, advanced automation, and deeper integrations with leading AI platforms.

Smarter Connections with New B2B APIs

Expedia Group is scaling its Private Label Solutions by launching next-generation APIs that give partners access to expanded travel inventory and capabilities:

• Car API: Inventory from 110+ brands across 190 countries, including exclusive providers

• Activities API: Over 170,000 bookable experiences worldwide

• Insurance API: Trip protection integration, starting on Expedia TAAP for travel agents

• Air API: Soon enabling seamless combination of flights with lodging and car rentals

Alfonso Paredes, President of Private Label Solutions, highlights the platform’s growth:
"We delivered over 135 million room nights globally in 2024, and these new APIs will further deepen partner engagement, loyalty, and revenue."

Streamlined Hotel Operations with Reservation Management API

Expedia Group introduced a Reservation Management API with 15 new features, built on GraphQL, aimed at reducing operational costs by automating workflows. This tool enables hoteliers to efficiently manage bookings, payments, and data recovery, freeing up resources for higher-impact tasks. The solution addresses an estimated $120 million annual cost from manual operations.

GenAI Redefines Travel Discovery

Leveraging GenAI, Expedia Group launches innovative traveler experiences:

• Expedia Trip Matching: A first-of-its-kind feature turning Instagram reels into personalized travel recommendations, available for beta in June. Travelers can share reels and receive AI-generated itineraries and tips.

• AI Agent on Hotels.com: Integrates conversational discovery and servicing, offering real-time, personalized recommendations and booking assistance.

• OpenAI Operator and Microsoft Copilot Actions: Integrations bridging the gap between AI travel conversations and bookings, ensuring Expedia brands meet travelers across emerging AI platforms.

Enhanced Advertising Solutions for Travel Partners

Expedia Group Advertising delivers new tools for reaching travelers earlier in their journey:

• Creative collaboration with Beautiful Destinations: Partners co-create viral, shoppable content reaching 50 million+ followers.

• Offsite targeting via The Trade Desk: Precise, privacy-first audience targeting using Expedia’s first-party data.

• Advertiser-Funded Loyalty: DMOs can sponsor bonus rewards to drive bookings and loyalty through OneKeyCash incentives.

Rob Torres, SVP of Expedia Group Advertising, remarks:

"Our expanded media network and loyalty offerings help partners connect with high-intent travelers with relevant messaging at the right time."

Pricefx, the global leader in AI-powered, cloud-native pricing software, announced the release of its next-generation pricing AI platform with expanded capabilities designed to speed up deployment and enhance pricing decision-making. The platform improvements include advanced agentic AI, strengthened data foundations through PricingAI by Pricefx™, and new productized price optimization use cases tailored for complex B2B environments.

Accelerating Pricing Transformation in Volatile Markets

In today’s volatile market landscape, shaped by tariff fluctuations, supply chain disruptions, and unpredictable costs, pricing agility is critical. Traditional manual pricing processes are often too slow and risky, especially for companies managing thousands of products and complex pricing tiers. Pricefx’s enhanced AI platform empowers businesses to move from spreadsheet-driven, intuition-based pricing toward dynamic, data-driven strategies.

Benefits of Pricefx’s AI Platform

• Faster Pricing Decisions: Pricing experts can reduce decision times from weeks to minutes, with some processes fully automated.

• Greater Pricing Clarity: Improved insights into customer willingness to pay and demand forecasting enable fair and market-aligned price setting.

• Scalable Confidence: Sales and business leaders gain comprehensive visibility and confidence in consistent, profitable pricing at scale.

These advancements come on the heels of Pricefx’s recent recognition with a Gold Globee award for best AI-powered pricing optimization solution and as a finalist for SAP’s Pinnacle award in AI application.

impact.com, the world’s leading commerce partnership management platform, announced strong growth in the first quarter of 2025, driven by rising recognition that partner-led marketing is essential for authentic consumer connections and revenue growth. The company added over 700 new clients, including New Balance, Hydrojug, and Monzo, now serving more than 4,500 top global brands.

Partner-Led Marketing Emerges as Key Growth Driver

With marketing budgets tightening and consumer distrust of traditional ads growing—only 2% of consumers consider traditional ads important—brands increasingly turn to trusted recommendations from creators, publishers, and advocates. The global creator economy is expected to surpass $32 billion in 2025, reflecting this shift.

impact.com CEO David A. Yovanno emphasized that partnerships are no longer optional but critical for brands seeking authenticity and competitive advantage.

Q1 2025 Product Innovations and Industry Leadership

• Creator: Enhanced product gifting streamlines brand and creator collaboration.

• Advocate: Launched Cash Rewards, a flexible incentive for referral motivation.

• Performance: Introduced automated partner re-engagement and Event Risk reporting to detect suspicious activity.

Additional highlights include expanding the leadership team with Justin Morrison as Chief Revenue Officer and announcing the return of the Partnerships Experience event (iPX) in June, featuring keynote speaker James Clear.

Awards and Research

impact.com earned multiple industry awards for platform excellence and partnership success, including G2’s Best Software and the US Partnership Awards. The company also released key research exploring evolving consumer journeys and effective affiliate measurement.

At ShopAble 2025, Skai, a leading omnichannel commerce media platform, announced the general availability of Celeste AI, the first GenAI-powered agent specifically designed for commerce marketers. Following a successful closed beta with over 50 clients, Celeste AI is now fully integrated into Skai’s platform, delivering actionable insights on budget, bidding strategies, cross-channel performance, and anomaly detection. Early adopters have reported up to 50% efficiency gains and 20% performance improvements.

Celeste AI Empowers Marketers to Unlock Growth Opportunities

Kelly Gerrard, Director of eCommerce Marketing at Marshall, praised Celeste AI’s impact on managing complex campaigns, highlighting how it uncovered a high-converting niche in the kids and youth segment by analyzing competitor insights — a critical advantage ahead of peak season.

New Suite of Unified Commerce Solutions

Skai also launched several complementary solutions powered by Celeste AI to unify marketing and commerce operations:

• Strategic Digital Shelf: Real-time product visibility, buy box metrics, competitor tracking, and keyword data for media optimization.

• Retail Insights: Comprehensive tracking of sales, profit, inventory, and customer behavior across 100+ retailers.

• Content Optimization: AI-driven content gap detection, keyword optimization, and automated listing updates to reduce ACOS.

• Retail Operations: Automated catalog issue detection and resolution to protect content accuracy and performance.

• Revenue Recovery: Identifies and recoups lost revenue from chargebacks and invoice errors to reinvest in growth.

Nich Weinheimer, Skai’s Chief Strategy Officer, emphasized the platform’s seamless integration: “One login, one contract, no compromises,” meeting marketers’ demand for combined commerce operations and media capabilities.

Skai’s Vision for Next-Gen Commerce Media

Gil Sadeh, Skai’s President, stated: “Our mission is to cut through complexity and drive growth. With omnichannel media activation integrated with commerce operations and powered by GenAI, only Skai can make this powerful solution possible.”

Corsearch, a global leader in trademark and brand protection, today unveiled Corsearch Zeal 2.0, an AI-native platform designed to transform how brands combat counterfeiting and online abuse. Moving beyond traditional takedown volume metrics, Zeal 2.0 offers an outcomes-driven approach, providing brands with real-time visibility into online channel health and powerful tools to proactively neutralize threats with unmatched speed and precision.

Innovations Powering Zeal 2.0’s Intelligence-Led Brand Protection:

• Cleanliness Score™: A proprietary, real-time metric that transparently measures a brand’s online health, quantifying consumer and commercial risk beyond simple takedown counts.

• Deep Semantic Detection & AI Search: Advanced AI-powered indexing, image recognition, and cross-brand datasets uncover sophisticated infringements, even when disguised or lacking explicit brand identifiers.

• ‘Search, Enrich, Act’ Automation Engine: This AI framework dramatically boosts efficiency by dynamically generating keywords, auto-classifying content with high precision, and automating enforcement for faster takedowns and higher success rates.

• AI-Native Architecture: Built from the ground up to process up to 150,000 listings per client daily, enabling scalable, industry-defining innovations beyond bolt-on AI solutions.

Corsearch CEO Abel Clark highlighted the paradigm shift: “The era of vanity metrics in brand protection is over. Zeal 2.0 empowers brands with near real-time threat visibility, adaptive risk assessment, and prioritized enforcement delivering clear ROI and consumer protection.”

Matteo Amerio, President of Brand and Content Protection, emphasized: “Corsearch Zeal 2.0 gives brands mastery over their online distribution through speed, efficiency, and AI-driven precision, building on our 75-year legacy.”

Additional features include automated reporting, SKU detection, machine learning-driven keyword generation, and advanced risk clustering — providing a comprehensive suite for modern brand protection challenges.