2022 is a Big Year for the Gaming Industry! - Build What's Next
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2022 is a Big Year for the Gaming Industry!

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More compute, AI, AR and innovation in the gaming industry are predicted to accelerate its growth in 2022. It is no longer a secret that gaming has evolved into a mainstream entertainment and Google's expertise and computing are driving growth!

Editor’s note: This post was originally published in TechPulse Belgium, where Jack Buser, Google Cloud’s Director of Game Industry Solutions, shared his trends for the industry this year.


The year 2022 will hold many surprises (with a few already dropping!), but there’s one near certainty: By this time next year there will be millions more gamers worldwide. It’s thanks to the industry’s little-noted technology growth drivers, which are getting stronger. 

Games are no longer a niche hobby; it’s global, mainstream entertainment. There were 3.1 billion gamers worldwide in 2020. It’s estimated that by 2024 there will be another 500 million. With a global population of 7.7 billion, that’s nearly half the planet. Revenues in 2021 may reach $175 billion—likely more than movies, music, and books combined. 

It’s a strength unique to the games industry, driven by the way its creators deploy new technology. Advances we see in everything from pricing and emerging markets, to backend computing and delivery suggests it will grow from here, on things like artificial intelligence and planet-scale networks.

Games forever, game better

It’s no surprise that videogames have become a huge business. Playing games is one of our deepest human expressions. There is a 4,500 year old board game that people still play, a testimony to the human love of testing cleverness, honing reactions, building trust, or just enlivening a day.

Video games do all that and for decades game makers have taken the most cutting-edge computing tech to make things better. We’ve seen electronic ping pong become shooting asteroids, to simple (yet iconic) 2D sprites evolve into believable, expressive 3D characters, all leading to today’s immersive worlds hosting tens of millions of players worldwide.

There’s more to come. I work at technology’s cutting edge for games, offering the world’s leading game creators access to powerful cloud computing, a low-latency global network, Machine Learning and AI, and much more. As usual, game innovators are taking up all these tools, building new narratives, new ways to play, new markets, and new jaw-dropping moments.

And game creators aren’t just thinking about players; they’re also thinking about viewers. More and more people are watching eSports, and creators are using the games medium to engage their viewers in increasingly immersive ways.

Streaming like never before 

AI and ML are sharpening games and attracting new players in other ways. These technologies increasingly power everything from network performance to global player matching. The delicate but essential work of encouraging newcomers and discouraging bad actors, optimizing monetization, or building and scaling up new player environments.

Another important area we’re seeing cloud tools being put to use is in coordinating the workflows of global teams of developers. It’s not just a question of building faster anymore, but of collaborating and responding more effectively. The distributed work trends that featured so strongly during the pandemic had already featured in much of the game industry, increasingly it’s an industry standard. This will likely mean even faster and more diverse game development, addressing the needs of new markets where we’re seeing double-digit growth.

Tools like cloud streaming, 5G, and edge computing are likely to accelerate the use of Game Streaming, Augmented Reality, and other types of immersive gameplay. If my metaverse doesn’t have games, count me out! We’re looking at some exciting new developments in coming months with some major industry players. Stay tuned.

A big year for the games industry

As a premier provider of solutions, tools and services to games companies, our engineering job is complex and global. Fortunately, our mission is simple: Help game companies transform to meet new global opportunities with planet scale solutions. Technology has brought the gaming industry to astonishing heights, and is the perfect compliment to great storytelling and creative ingenuity. 

As a decades-long industry veteran, I’ve never been more impressed with what technology can do for our industry. Looking past 2022, when we’ll see more compute, more AI, more AR, and more innovation around healthy and exciting game play, there is just one near certainty: More growth.

How-to

AI and Machine Learning Get Marketers One Step Closer to Relevance at Scale

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Artificial intelligence and machine learning are already transforming the technological landscape. From digital assistants to image-recognition software to self-driving cars, what was once the stuff of science fiction is now becoming a reality. But what exactly does it mean for marketing and advertising executives?

It could get us closer to one of advertising’s most-sought goals: relevance at scale. Before then, we’re going to see changes to the way we do business.

Technological advances have always created new opportunities for storytelling and marketing. Just as the advent of TV brought an era of truly mass advertising and reach, and the internet and mobile brought a new level of targeting and context, AI will change how people interact with information, technology, brands, and services.

A big part of the opportunity for marketers is how AI will help us fully realize personalization—and relevance—at scale. With platforms like Search and YouTube reaching billions of people everyday, digital ad platforms finally can achieve communication at scale. This scale, combined with customization possible through AI, means we’ll soon be able to tailor campaigns to consumer intent in the moment. It will be like having a million planners in your pocket.

Find out how you can achieve relevance at scale. Download now!

Case Study

Wayfair: Carving the path towards MLOps excellence with Vertex AI

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This is the story of how Wayfair supported its 30 million active customers using machine learning (ML). With an aim to eventually migrate 100% of their batch models to Vertex AI, they look forward to continue their journey towards MLOps excellence.

Editor’s note: In part one of this blog, Wayfair shared how it supports each of its 30 million active customers using machine learning (ML). Wayfair’s Vinay Narayana, Head of ML Engineering, Bas Geerdink, Lead ML Engineer, and Christian Rehm, Senior Machine Learning Engineer, take us on a deeper dive into the ways Wayfair’s data scientists are using Vertex AI to improve model productionization, serving, and operational readiness velocity. The authors would like to thank Hasan Khan, Principal Architect, Google for contributions to this blog.

When Google announced its Vertex AI platform in 2021, the timing coincided perfectly with our search for a comprehensive and reliable AI Platform. Although we’d been working on our migration to Google Cloud over the previous couple of years, we knew that our work wouldn’t be complete once we were in the cloud. We’d simply be ready to take one more step in our workload modernization efforts, and move away from deploying and serving our ML models using legacy infrastructure components that struggle with stability and operational overhead. This has been a crucial part of our journey towards MLOps excellence, in which Vertex AI has proved to be of great support.

Carving the path towards MLOps excellence

Our MLOps vision at Wayfair is to deliver tools that support the collaboration between our internal teams, and enable data scientists to access reliable data while automating data processing, model training, evaluation and validation. Data scientists need autonomy to productionize their models for batch or online serving, and to continuously monitor their data and models in production. Our aim with Vertex AI is to empower data scientists to productionize models and easily monitor and evolve them without depending on engineers. Vertex AI gives us the infrastructure to do this with tools for training, validating, and deploying ML models and pipelines.

Previously, our lack of a comprehensive AI platform resulted in every data science team having to build their own unique model productionization processes on legacy infrastructure components. We also lacked a centralized feature store, which could benefit all ML projects at Wayfair. With this in mind, we chose to focus our initial adoption of the Vertex AI platform on its Feature Store component.

An initial POC confirmed that data scientists can easily get features from the Feature Store for training models, and that it makes it very easy to serve the models for batch or online inference with a single line of code. The Feature Store also automatically manages performance for batch and online requests. These results encouraged us to evaluate the adoption of Vertex AI Pipelines next, as the existing tech for workflow orchestration at Wayfair slowed us down greatly. As it turns out, both of these services are fundamental to several models we build and serve at Wayfair today.

Empowering data scientists to focus on building world-class ML models

Since adopting Vertex AI Feature Store and AI Pipelines, we’ve added a couple of capabilities at Wayfair to significantly improve our user experience and lower the bar to entry for data scientists to leverage Vertex AI and all it has to offer:

  1. Building a CI/CD and scheduling pipeline

Working with the Google team, we built an efficient CI/CD and scheduling pipeline based on the common tools and best practices at Wayfair and Google. This enables us to release Vertex AI Pipelines to our test and production environments, leveraging cloud-native services.


Keeping in mind that all our code is managed in GitHub Enterprise, we have dedicated repositories for Vertex AI Pipelines where the Kubeflow code and definitions of the Docker images are stored. If a change is pushed to a branch, a build starts in the Buildkite tool automatically. The build contains several steps, including unit and integration tests, code linting, documentation generation and automated deployment. The most important artifacts that are released at the end of the build are the Docker image and the compiled Kubeflow template. The Docker image is released to the Google Cloud Artifact Registry and we store the Kubeflow template in a dedicated Google Cloud Storage Bucket, fully versioned and secured. This way, all the components we need to run a Vertex AI Pipeline are available once we run a pipeline (manually or scheduled).

To schedule pipelines, we developed a dedicated Cloud Function that has the permissions to run the pipeline. This Function listens to a Pub/Sub topic where we can publish messages with a defined schema that indicates which pipeline to run with which parameters. These messages are published from a simple cron job that runs according to a set schedule on Google Kubernetes Engine. This way, we have a decoupled and secure environment for scheduling pipelines, using fully-supported and managed infrastructure.

Abstracting Vertex AI services with a shared library

We abstracted the relevant Vertex AI services currently in use with a thin shared Python library to support the teams that develop new software or migrate to Vertex AI. This library, called wf-vertex, contains helper methods, examples, and documentation for working with Vertex AI, as well as guidelines for Vertex AI Feature Store, Pipelines, and Artifact Registry.

One example is the run_pipeline method, which publishes a message with the correct schema to the Pub/Sub topic so that a Vertex AI pipeline is executed. When scheduling a pipeline, the developer only needs to call this method without having to worry about security or infrastructure configuration:

@cli.command()
def trigger_pipeline() -> None:
    from wf_vertex.pipelines.pipeline_runner import run_pipeline

    run_pipeline(
       template_bucket= f"wf-vertex-pipelines-{env}/{TEAM}",  # this is the location of the template, where the CI/CD has written the compiled templates to
       template_filename="sample_pipeline.json",  # this is the filename of the pipeline template to run
       parameter_values= {"import_date": today()}  # it’s possible to add pipeline parameters
)

Most notable is the establishment of a documented best practice for enabling hyperparameter tuning in Vertex AI Pipelines, which speeds up hyperparameter tuning times for our data scientists from two weeks to under one hour.

Because it is not yet possible to combine the outputs of parallel steps (components) in Kubeflow, we designed a mechanism to enable this. It entails defining parameters at runtime and executing the resulting steps in parallel via the Kubeflow parallel-for operator. Finally, we created a step to combine the results of these parallel steps and interpret the results. In turn, this mechanism allows us to select the best model in terms of accuracy from a set of candidates that are trained in parallel:


Our CI/CD, scheduling pipelines, and shared library have reduced the effort of model productionization from more than three months to about four weeks. As we continue to build the shared library, and as our team members continue to gain expertise in using Vertex AI, we expect to further reduce this time to two weeks by the end of 2022.

Looking forward to more MLOps capabilities

Looking ahead, our goal is to fully leverage all the Vertex AI features to continue modernizing our MLOps stack to a point where data scientists are fully autonomous from engineers for any of their model productionization efforts. Next on our radar are Vertex AI Model Registry and Vertex ML Metadata alongside making more use of AutoML capabilities. We’re experimenting with Vertex AI for AutoML models and endpoints to benefit some use cases at Wayfair next to the custom models that we’re currently serving in production.

We’re confident that our MLOps transformation will introduce several capabilities to our team, including: automated data and model monitoring steps to the pipeline, as well as metadata management, and architectural patterns in support of real-time models requiring access to Wayfair’s network. We also look forward to performing continuous training of models by fully automating the ML pipeline that allows us to achieve continuous integration, delivery, and deployment of model prediction services.

We’ll continue to collaborate and invest in building a robust Wayfair-focused Vertex AI shared library. The aim is to eventually migrate 100% of our batch models to Vertex AI. Great things to look forward to on our journey towards MLOps excellence.

Case Study

Google Data Studio Makes Reporting a Breeze For Genesys

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As a customer experience platform, Genesys helps clients nurture great relationships with customers, and creates seamless user journeys across all channels and devices. Its technologies are used by more than 10,000 companies in over 100 countries, making Genesys the top provider of its kind for 25 years in a row.

To improve data efficiency and communication across the company, Genesys turned to Analytics Pros, a digital analytics agency. Together, they used the power of Google Data Studio to transform the way teams across Genesys accessed and used data.

Communicating With Data

The marketing and product teams at Genesys had always been passionate about using data to optimize their user experience and marketing channels. But the problem was showing the data. The different offices and executives around the world had trouble logging in to view the data—and once they did, the reports were intimidating and confusing.

After learning more about the capabilities of Data Studio, Genesys decided to run a pilot project. Analytics Pros helped the company combine multiple data sets into self-service, fully-customizable dashboards on Data Studio. And it was a huge success. Regional teams were thrilled to have meaningful dashboards, and even executives started using and sharing reports.

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Start Delivering Business Results with the Three AI Agents

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Explore how AI agents like Document AI, Contact Center AI, and the new Translation Hub are reshaping businesses by enabling scalable AI integration, with Google Cloud leading the charge.

When it comes to the adoption of artificial intelligence (AI), we have reached a tipping point. Technologies that were once accessible to only a few are now broadly available. This has led to an explosion in AI investment. However, according to research firm McKinsey, for AI to make a sizable contribution to a company’s bottom line, they “must scale the technology across the organization, infusing it in core business processes” — and based on conversations with our customers, we couldn’t agree more.

While investments in pure data science continue to be essential for many, widespread adoption of AI increasingly involves a category of applications and services that we call AI agents. These are technologies that let customers apply the best of AI to common business challenges, with limited technical expertise required by employees, and include Google Cloud products like Document AI and Contact Center AI. Today, at Google Cloud Next ‘22, we’re announcing new features to our existing AI agents and a brand new one with Translation Hub.

“AI is becoming a key investment for many companies’ long term success. However, most companies are still in the experimental phases with AI and haven’t fully put the technology into production because of long deployment timelines, IT staffing needs, and more,” said Ritu Jyoti, group vice president, worldwide AI and automation research practice global AI research lead, at IDC. “Organizations need AI products that can be immediately applied to automate processes and solve business problems. Google Cloud is answering this problem by providing fully managed, scalable AI agents that can be deployed fast and deliver immediate results.”

Translation Hub: An enterprise-scale translation AI agent

At I/O this year, we announced the addition of 24 new languages to Google Translate to allow consumers in more locations, especially those whose languages aren’t represented in most technology, to help reduce communication barriers through the power of translation. Businesses strive for the same goals, but unfortunately it is often out of reach due to the high costs that come with scaling translation.

That’s why today, we are announcing Translation Hub, our AI agent that provides customers with self-service document translation. With 135 languages, Translation Hub can create impactful, inclusive, and cost-effective global communications in a few clicks.

With Translation Hub, now researchers are able to share their findings instantly across the world, goods and services providers can reach underserved markets, and public sector administrators can reach more members of their communities in a language they understand — all of which ultimately help make for a more connected, inclusive world.

Translation Hub brings together Google Cloud AI technology, like Neural Machine Translation and AutoML, to help make it easy to ingest and translate content from the most common enterprise document types, including Google Docs and Slides, PDFs, and Microsoft Word. It not only preserves layouts and formatting, but also provides granular management controls such as support for post-editing human-in-the-loop feedback and document review.

“In just three months of using Translation Hub and AutoML translation models, we saw our translated page count go up by 700% and translation cost reduced by 90%,” said Murali Nathan, digital innovation and employee experience lead, at materials science company Avery Dennison. “Beyond numbers, Google’s enterprise translation technology is driving a feeling of inclusion among our employees. Every Avery Dennison employee has access to on-demand, general purpose, and company-specific translations. English language fluency is no longer a barrier, and our employees are beginning to broadly express themselves right in their native language.”

Document AI: A document processing AI agent to automate workflows

Every organization needs to process documents, understand their content, and make them available to the appropriate people. Whether it’s during procurement cycles involving invoices and receipts, contract processes to close deals, or for general increases in efficiency, Document AI simplifies and automates various document processing. With two new features launching today, Document AI can allow employees to focus on higher impact tasks and better serve their own customers.

For example, payments provider Libeo used Document AI to uptrain an invoice parser with 1,600 documents and increase its testing accuracy from 75.6% to 83.9%. “Thanks to uptraining, the Document AI results now beat the results of a competitor and will help Libeo save ~20% on the overall cost for model training over the long run,” said Libeo chief technology officer, Pierre-Antoine Glandier.

Today, we’re announcing these new features to our existing Document AI agent:

  • Document AI Workbench can remove the barriers around building custom document parsers, helping organizations extract fields of interest that are specific to their business needs. Relative to more traditional development approaches, it requires less training data and offers a simple interface for both labeling data and one-click model training.
  • Document AI Warehouse can eliminate the challenges that many enterprises face when tagging and extracting data in documents by bringing Google’s Search technologies to Document AI. This feature can make it simpler and easier to search for and manage documents like workflow controls to accommodate invoice processing, contracts, approvals, and custom workflows.

Contact Center AI: A contact center AI agent to improve customer experiences

Scaling call center support can be expensive and difficult, especially when implementing AI technologies to support representatives. Contact Center AI is an AI agent for virtually all contact center needs, from intelligently routing customers, to facilitating handoffs between virtual and human customer support representatives, to analyzing call center transcripts for trends and much more.

Just days ago, we announced that Contact Center AI Platform is now generally available to provide additional deployment choice and flexibility. With this addition to Contact Center AI, we are furthering our commitment to providing an AI agent that can assist organizations to quickly scale their contact centers to improve customer experiences and create value via data-driven decisions.

Dean Kontul, division chief information officer at KeyBank, had this to say about powering their contact center with Contact Center AI from Google Cloud: “With Google Cloud and Contact Center AI, we will quickly move our contact center to the Cloud, supporting both our customers and agents with industry-leading customer experience innovations, all while streamlining operations through more efficient customer care operations.”

Start delivering business results with AI agents, today!

If you’re ready to get started with Translation Hub, this Next ‘22 session has the details, including a deeper dive into Avery Dennison’s use of the AI agent.

To learn more about our Document AI announcements, check out our session with Commerzbank, “Improve document efficiency with AI,” as well as “Transform digital experiences with Google AI powered search and recommendations.”

And, to explore Contact Center AI Platform, watch “Delight customers in every interaction with Contact Center AI,” featuring more insight into KeyBank’s use case.

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Explainer

Data Leaders in 2021 and Beyond: How to Prepare

As technologies and workplace environments are quickly evolving, how people and businesses leverage data in their day-to-day workflow is also changing.

Data leaders are an emerging force navigating and charting pathways forward towards new horizons for how people and organizations experience data.

In this presentation, Pedro Arellano, Product Marketing Director, Looker, will cover three areas:

  • Underline that the value of data within an organization is no longer up for debate. Everybody needs data, and everybody’s job has the potential to be improved with data.
  • Three trends that will help put into context how we’ve arrived at this particular moment of such great potential for data.
  • Why data leaders, almost regardless of their title, are now in a position to really influence the direction of organization like never before.

Learn what’s guiding the thinking of data leaders in 2021 and beyond.

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