Philips Personal Health is shaking up its content marketing strategy by tapping into Google Cloud’s Vertex AI platform, to develop a solution that it is claimed enables asset management with unprecedented speed and scale, reducing operational costs, enhancing brand consistency, and accelerating marketing agility.
With thousands of marketing assets across its portfolio, Philips’ existing process was complex, time-intensive, and hard to scale. However, with Google Cloud’s Vertex AI and advanced models from Model Garden, it has processed and matched over 200,000 images into 8,000 unique, brand-aligned assets in a matter of hours.
This process has eliminated duplicates and outdated visuals, simplifying asset governance, and ensuring consistent brand representation.
The solution is based on a custom algorithm that recognises visual structure and similarity – even when images have been cropped, resized, or reformatted.
It is claimed this approach not only solves current challenges but also lays the groundwork for future automation and scalable asset operations.
By using advanced visual matching, Philips can refresh touchpoints faster, limit compliance risk, and maximize the impact of current and new assets.
The solution also unlocks new marketing opportunities for Philips, including accelerating A/B testing through rapid visual similarity searches, supporting campaign managers with curated, up-to-date asset selections, and reducing the manual burden of asset governance across multiple channels.
Philips Personal Health head of marketing excellence Claudia Calori said: “This is transforming how we work. 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.”
Head of Google Cloud Benelux Joost Smit added: “This collaboration with Philips fundamentally transforms 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.”
Related stories
Precision Marketing boost as Omnicom scoops Philips
Most consumers willing to pay more for favourite brands
‘Be affordable, convenient, and authentic or fall behind’
Brands urged to recognise consumers simply want less
‘Things can only get better’: Marketers upbeat on 2025
Be the first to comment on "Philips overhauls content strategy with Google AI tool"