
Google’s Lesson on Leveraging AI and More to Optimize Cloud Value for Innovation
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An Indian Example of How to Really Up Your Customer Experience Game and Increase Conversion Rates With AI
How about selfie analysis of users to recommend them the right lipstick color?
That’s just one of the many ideas folks at Purplle.com came up with to improve the buying experience of Indian consumers.
And without the power of Google Cloud, it would probably have remained just that…an idea.
But today, thanks to Google Cloud, “Nothing seems impossible,” says Suyash Katyayani, CTO, Purplle.
Purplle.com is an online e-commerce company in India and one of the pioneers in creating a digitally-native beauty brands in India.
“The beauty industry is so data intensive that we needed to have a strong data strategy and we were looking out for solutions which would enable us to have a strong data pipeline and a strong data warehousing solution,” says Katyayani.
That’s when it turned to Google Cloud.
Additionally, Purplle.com, says Katyayani, does not have to worry about at what scale the company operates at because they have access to state-of-the-art infrastructure from Google Cloud available to them so that their developers can run experiments.
“The biggest plus point for us has been the agility that Google Cloud has added,” says Katyayani.
Boost Your ML Training Speed with GKE’s NCCL Fast Socket

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Large Machine Learning (ML) models – such as large language models, generative AI, and vision models – are dramatically increasing the number of trainable parameters and are achieving state-of-the-art results. Increasing the number of parameters results in the model being too large to fit on a single VM instance thus demands distributed compute to spread the model across multiple nodes. Google Kubernetes Engine (GKE) has built-in support for NCCL Fast Socket, to help improve the time to train large ML models with distributed, multi-node clusters.
Enterprises are looking for faster and cheaper performance to train their ML models. With distributed training, communicating gradients across nodes is a performance bottleneck. Optimizing inter-node latency is critical to reduce training time and costs. Distributed training uses collective communication as a transport layer over the network between the multiple hosts. Collective communication primitives such as all-gather, all-reduce, broadcast, reduce, reduce-scatter, and point-to-point send and receive are used in distributed training in Machine Learning.
The NVIDIA Collective Communication Library (NCCL) is commonly used by popular ML frameworks such as TensorFlow and PyTorch. It is a highly optimized implementation for high bandwidth and low latency between NVIDIA GPUs. Google developed a proprietary version of NCCL called NCCL Fast Socket to optimize performance for deep learning on Google Cloud.
NCCL Fast Socket uses a number of techniques to achieve better and more consistent NCCL performance.
- Use of multiple network flows to attain maximum throughput. NCCL Fast Socket introduces additional optimizations over NCCL’s built-in multi-stream support, including better overlapping of multiple communication requests.
- Dynamic load balancing of multiple network flows. NCCL can adapt to changing network and host conditions. With this optimization, straggler network flows will not significantly slow down the entire NCCL collective operation.
- Integration with Google Cloud’s Andromeda virtual network stack.This increases overall network throughput by avoiding contentions in virtual machines (VMs).
We tested (NVIDIA NCCL tests) the performance of NCCL Fast Socket vs NCCL on various machine shapes with 2 node GKE clusters.

The following chart shows the results. For each machine shape, the NCCL performance without Fast Socket is normalized to 1. In each case, using NCCL Fast Socket demonstrated increased performance in a range of 1.3 to 2.6 times faster internetwork communication speed.

As a built-in feature, GKE users can take advantage of NCCL Fast Socket without changing or recompiling their applications, ML frameworks (such as TensorFlow or PyTorch), or even the NCCL library itself. To start using NCCL Fast Socket, create a node pool that uses the plugin with the --enable-fast-socket and --enable-gvnic flags. You can also update an existing node pool using gcloud container node-pools update.
gcloud container node-pools create NODEPOOL_NAME \
--accelerator type=ACCELERATOR_TYPE, count=ACCELERATOR_COUNT \
--machine-type=MACHINE_TYPE \
--cluster=CLUSTER_NAME \
--enable-fast-socket \
--enable-gvnicTo achieve better network throughput with NCCL, Google Virtual NICs (gVNICs) must be enabled when creating VM instances. For detailed instructions on how to use gVNICs, please refer to the gVNIC guide.
To verify that NCCL Fast Socket has been enabled, view the kube-system pods:
kubectl get pods -n kube-system
And the output should b similar to:
NAME READY STATUS RESTARTS AGE
fast-socket-installer-qvfdw 2/2 Running 0 10m
fast-socket-installer-rtjs4 2/2 Running 0 10m
fast-socket-installer-tm294 2/2 Running 0 10mTo learn more visit GKE NCCL Fast Socket documentation. We look forward to hearing how NCCL Fast Socket improves your ML Training experience on GKE.

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Why it’s Easier Than Ever for Developers to Break Into Machine Learning and Data Science
Google has managed to stay ahead of the curve and demonstrate its ‘growth while staying innovative’ approach using advanced open technologies, AI/ML based analytics solutions, as well as tools for team collaboration and skill development, automation and storage security. Businesses too can achieve the same by deriving maximum value from its people and technology by following Google’s simple guide to stay innovative. Download to learn more.
Startup Success Blueprint: Insights on Cloud Provider Selection from One AI

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From the newsroom to the boardroom, everywhere we turn these days the topic of conversation is artificial intelligence (AI). From the smallest startups to the largest enterprises, every business is looking for ways to incorporate generative AI technology into their products or services.
Generative AI is a new breed, able to not only discern patterns in data but generalize from them and create new data—and it’s moving fast. With new technologies rapidly emerging, there’s a lot to consider when choosing a tech stack that’s right for your startup.
Our mission is to empower startups to build generative AI applications quickly, efficiently, and responsibly. In addition to our technology, we offer a variety of fresh educational and consulting initiatives, as well as comprehensive plans tailored to specific industry applications.
At the recent Google Cloud Startup Summit, leaders from One AI and MongoDB weighed in on various decisions startups face when choosing a development platform to integrate AI into their products. (You can watch the full conversation here.) They shared key insights into the challenges startups face when applying AI technology to real-world business and product use cases.
In this blog, we’ll explore why One AI – a platform that empowers businesses to deploy tailored AI solutions – relies on MongoDB on Google Cloud for performance, scale, functionality, and TCO. We will also cover the things that startups should keep in mind when building their generative AI stack.
Fine-tuning generative AI for startups
First, let’s start with a little background.
AI-based capabilities have been around for decades now, but generative AI is distinct. It’s a more mature version of AI, powered by models pre-trained on very large datasets composed of massive quantities of images, text, and data. These models are known as foundation models, and they include large language models (LLMs), text-to-image models, multimodal models, and more. Foundation models let intelligent applications generate new images, text, and data based on queries or prompts. This in turn allows companies to deploy those capabilities in their products and services faster since they don’t have to retrain the whole AI from scratch.
Over the course of their diverse startup careers, Amit Ben, CEO at One AI and his team have built AI-based capabilities from the ground up for various products in various fields.
“And each time, we had to rebuild the tech stack over again,” Amit explains. “With the advent of generative AI, startups now have the ability to deploy much faster — with a lower TCO and higher confidence — and deliver the capabilities they need into their products and services. It finally makes sense for every company to have AI in its product portfolio.”
“For us to be able to focus on that,” Amit adds, “we need to make sure we have a rock-solid foundation that we can build on.”
That foundation is MongoDB on Google Cloud.
Helping startups build fast and with flexibility
Startups can scale from ideation to growth with Google Cloud’s global availability, market-leading sustainability, and the same zero-trust security model that Google itself depends on.
With MongoDB, startups can take advantage of iteration cycles that are 3-5X faster, reduce sprawl and complexity, and benefit from the scalable infrastructure and advanced analytics tools on Google Cloud.
With MongoDB on Google Cloud, Amit and his team are confident they can adapt to new schemas, to new data, and to the scale they need for both writing and reading, all while operating on a scalable platform and infrastructure they can rely on for the long haul.
A common mistake for startups is turning to niche, single-point solutions. But this can backfire when they realize their solution doesn’t provide the security, scalability, and performance they need to grow.
Additionally, startups tend to have tight iteration cycles as they find their ideal product market fit. The ability to build fast and with improved flexibility is a key differentiator in a startup environment.
From cutting-edge automation to rock-solid redundancy and performance, there are many reasons why startups choose MongoDB on Google Cloud. And now, a dedicated partnership helps startups like One AI scale more quickly, more securely, and more successfully.
Google Cloud and MongoDB for startups
Choosing the right technology to accelerate time to market is critical to a startup’s success. Not only is it easy to get started, but Google Cloud and MongoDB also provide the foundation for users to scale without limits — so startups can focus on innovating and growing their businesses.
Learn more about the powerful startup programs available from Google Cloud and MongoDB.
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Generating Value with AI
Hear how enterprises leveraging the Google Cloud–across industries–are using AI to navigate uncertain times, and how they are innovating with AI to generate value moving forward.
In this video, you’ll uncover how to start using innovations from Google Cloud AI in your business today, and how customers deploy AI to transform their organizations.
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