Everything a Marketer Needs to Know About Machine Learning

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As consumer expectations grow for more personalized, relevant, and assistive experiences, machine learning is becoming an invaluable tool to help meet those demands.
It’s helping marketers create smarter customer segmentations, deliver more relevant creative campaigns, and measure performance more effectively. In fact, 85% of executives believe AI will allow their companies to obtain or sustain a competitive advantage.1
We created this guide to help you optimize your machine learning marketing efforts — whether you’re just starting out or you want to discover more benefits of machine learning.
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AI-powered Cameras Help You Serve Your Pets Better. Learn How
Watch the video to learn how you can leverage Google Cloud platform and AI functions to build pet-detection cameras that can capture and send image-based alert messages on your phone to notify when your pets arrive or leave.
Enabling Sustainable Agriculture: InstaDeep uses Cloud TPU v4

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You are what you eat. We’ve all been told this, but the truth is what we eat is often more complex than we are – genetically at least. Take a grain of rice. The plant that produces rice has 40,000 to 50,000 genes, double that of humans, yet we know far more about the composition of the human genome than of plant life. We need to close this knowledge gap quickly if we are to answer the urgent challenge of feeding 8 billion people, especially as food security around the globe is likely to worsen with climate change.
For this reason, AI company InstaDeep has teamed up with Google Cloud to train a large AI model with more than 20 billion parameters on a dataset of reference genomes for cereal crops and edible vegetables, using the latest generation of Google’s Tensor Processing Units (Cloud TPU v4), which is particularly suited for training efficiency at scale. Our aim is to improve food security and sustainable agriculture by creating a tool that can analyze and predict plants’ agronomic traits from genomic sequences. This will help identify which genes make some crops more nutritious, more efficient to grow, and more resilient and resistant to pests, disease and drought.
Genomic language models for sustainable agriculture
Ever since farming began, we have been, directly or indirectly, trying to breed better crops with higher yields, better resilience and, if we’re lucky, better taste too. For thousands of years, this was done by trial and error, growing crops year-on-year while trying to identify and retain only the most beneficial traits as they naturally arise from evolutionary mutations. Now that we have access to the genomic sequences of plants, we hope to directly identify beneficial genes and predict the effect of novel mutations.
However, the complexity of plant genomes often makes it difficult to identify which variants are beneficial. Revolutionary advances in machine learning (ML) can help to understand the link between DNA sequences and molecular phenotypes. This means we now have precise and cost-effective prediction methods to help us close the gap between genetic information and observable traits. These predictions can help identify functional variants and accelerate our understanding of which genes link to which traits – so we can make better crop selections.
Moreover, thanks to the vast library of available crop genetic sequences, training large models on hundreds of plant genomes means we can transfer the knowledge from thoroughly-studied species to those that are less understood but important for food production – especially in developing countries. And by doing this digitally, AI can quickly map and annotate the genomes of both common and rare crop variants.
One of the major limitations of traditional ML methods for plant genomics has been they mostly rely on supervised learning techniques. They need labeled data. Such data is scarce and expensive to collect, severely limiting these methods. Recent advances in natural language processing (NLP), such as Transformer architectures and BERT-style training (Bidirectional Encoder Representations from Transformers), allow scientists to train massive language models on raw text data to learn meaningful representations. This unsupervised learning technique changes the game. Once learned, the representations can be leveraged to solve complex regression or classification tasks – even when there is a lack of labeled data.
InstaDeep partners with Google Cloud to train the new generation of AI models for genomics on TPUs
Researchers have demonstrated that large language models can be especially effective in proteomics. To understand how this works, imagine reading amino acids as words and proteins as sentences. The treasure trove of raw genomics data – in sequence form – inspired InstaDeep and Google Cloud to apply similar technologies on nucleotides, this time reading them as words and chunks of genomes as sentences.
Moreover, the representations that the system learned improved in line with the size of the models and datasets, NLP research studies showed. This finding led InstaDeep researchers to train a set of increasingly larger language models on genomics datasets ranging from 1 billion to 20 billion parameters.
- Models of 1 billion and 5 billion parameters were trained on a dataset comprising the reference genomes for several edible plants, including fruit, cereal and vegetables for a total of 75 billion nucleotides.
- The training dataset must increase in the same proportion as the model capacity, recent work has shown. Thus, we created a larger dataset gathering all reference genomes available on the National Center for Biotechnology Information (NCBI) database including human, animal, non-edible plant and bacteria genomes. This dataset, which we used to train a 20-billion-parameter Transformer model, comprised 700 billion tokens, exceeding the size of most datasets typically used for NLP applications, such as the Common Crawl or Wikipedia dataset.
- Both teams announced that the 1 billion-parameter model will be shared with the scientific community to further accelerate plant genomics research.
The compact and meaningful representations of nucleotide sequences learned by these models can be used to tackle molecular phenotype prediction problems. To showcase their ability, we trained a model to predict the gene function and gene ontology (i.e. a gene’s attribute) for different edible plant species.
Early results have demonstrated that this model can predict these characteristics with high accuracy – encouraging us to look deeper at what these models can tell us. Based on these results, we decided to annotate the genomes of three plant species with considerable importance for many developing countries: cassava, sweet potato, and yam. We are working on making these annotations freely available to the scientific community and hope that these will be used to further guide and accelerate new genomic research.

Overcoming scaling challenges with massive models and datasets with Cloud TPUs
The compute requirement for training our 20 billion-parameter model with billions of tokens is massive. While modern accelerators offer impressive peak performance per chip, to utilize this performance often requires tightly coupled hardware and software optimizations. Moreover, maintaining this efficiency when scaling to hundreds of chips presents additional system design challenges. The Cloud TPU’s tightly-coupled hardware and software stack is especially well suited to such challenges. The Cloud TPU software stack is based on the XLA Compiler which offers out-of-the-box optimizations (such as compute and communication overlap) and an easy programming model for expressing parallelism.
We successfully trained our large models for genomics by leveraging Google Tensor Processing Units (TPUv4). Our code is implemented with the JAX framework. JAX provides a functional programming-based approach to express computations as functions that can be easily parallelized using JAX APIs powered by XLA. This helped us to scale from a single host (four chips) configuration to a multi-host configuration without having to tackle any of the system design challenges. The TPU’s cost-effective inter- and intra-communication capabilities led to an almost linear scaling between the number of chips and training time. This allowed us to train the models quickly and efficiently on a grid of 1024 TPUv4 cores (512 chips).
Conclusion
Ultimately, our hope is that the functional characterization of genomic variants predicted by deep learning models will be critical to the next era in agriculture, which will largely depend on genome editing and analysis. We envisage that novel approaches, such as in-silico mutagenesis – the assessment of all possible changes in a genomic region by a computer model – will be invaluable in prioritizing mutations that improve plant fitness and guiding crop improvements. Attempting similar work in wet-lab experiments would be difficult to scale and nearly impossible in nature. By making our current and future annotations available to the research community, we also hope to help democratize breeding technologies so that they can benefit all of global agriculture.
Further Reading
To learn more about the unique features of Cloud TPU v4 hardware and software stack we encourage readers to explore Cloud TPU v4 announcement. To learn more about scaling characteristics, please see this benchmark and finally we recommend reading PJIT Introduction to get started with JAX and SPMD parallelism on Cloud TPU.
This research was made possible thanks to the support of Google’s TPU Research Cloud (TRC) Program which enabled us to use the Cloud TPUv4 chips that were critical to this work.
Combining IoT and Analytics to Warn Manufacturers of Line Break Downs and Increase Profitability

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Oden Technologies is using the Internet of Things (IoT) to improve the factories of today. The giant network of “things” (including people) connected to each other via the Internet has the potential to reduce waste, increase efficiency, and improve safety across all walks of life. Oden is leading IoT innovation in manufacturing by combining wireless connectivity, big data, and cloud computing.
The use of data to improve manufacturing is practically as old as manufacturing itself. But the computerization of manufacturing has resulted in broad and rapid changes to the way data is collected and processed, as well as the sheer volume of data available.
Oden’s goal is to help manufacturers tap into this data to quickly identify process trends and even warning signs of machine breakdown. Such visibility can reveal opportunities to improve manufacturing and maintenance processes that reduce waste and increase profit margins.
Oden designs and develops data collection devices that can plug into almost any kind of machine and can wirelessly transmit data with minimal complexity and setup time.
Once devices are installed, the Oden technology platform processes data to give manufacturers cutting-edge analytics that are easy to comprehend. Analysis produced by the platform provides factory engineers with data points such as detailed root-cause analysis down to the second, factory-wide performance in real-time, and trend analysis.
Improving cloud delivery
Oden’s previous cloud platform performed satisfactorily, but the company evaluated alternatives in search of potential reductions in cost and complexity and increases in performance.
When evaluating Google Cloud Platform, Oden discovered it would require fewer virtual machine (VM) instances for equivalent performance, which would cut costs. Furthermore, Oden could gain more sophisticated data analytics and machine learning capabilities compared with its existing cloud provider.
Today, Oden runs its entire platform on Google Cloud Platform including Google Compute Engine, Google Cloud Pub/Sub, Google Cloud Bigtable, Google Stackdriver, and Google Kubernetes Engine.
“In order to serve our customers, we need a cloud platform that can scale reliably while keeping costs low, perform under heavy loads, and consistently deliver sophisticated features such as machine learning,” says Willem Sundblad, CEO and Founder at Oden Technologies. “Google Cloud Platform is way ahead in all of these areas compared to our previous cloud provider.”
Capturing tens of millions of metrics a day
Using Google Cloud Platform, Oden can help an average factory capture and store approximately 10 million metrics on a single manufacturing line every day.
Metrics can include extremely granular detail, such as the amount of electricity going to machines, the amount of raw material consumed, and the volume of material produced. Sensors can also capture and transmit environmental information such as temperature, humidity, and dew point so that manufacturers can identify weather-related and seasonal impacts on production.
The updated Oden Cloud Platform uses Kubernetes Engine—powered by the open source Kubernetes system—to run application program interfaces (APIs) that capture data from Oden’s wireless devices on the factory floor.
Google Cloud Pub/Sub then sends the data in real time to Google Cloud Bigtable, where data is processed using Oden’s proprietary analytics tools. Google Stackdriver supports Google Cloud Platform monitoring, logging, and diagnostics, which help Oden deliver its cloud platform with confidence.
Oden Technologies builds dashboards powered by Kubernetes Engine, which pull analyzed data from Google Cloud Bigtable. The dashboards provide customers with real-time visibility into their manufacturing lines. Oden Factory Cloud dashboards allow customers to delve deeper into their data to fine-tune production processes or discover the root causes of production issues.
With the previous cloud provider, Oden required 80 VM instances to run the dashboards. With Google Cloud Platform that number has been cut to 45, which dramatically reduces costs and complexity.
“We migrated from our previous cloud provider to Google Cloud Platform in just one month,” says Willem. “Further, our storage and data analytics costs have decreased by 30%. Cost savings like these allow us to protect customers from rising expenses, keeping us focused on bringing the best products possible to market.”
Faster data access; more efficient factories
With Google Cloud Platform, Oden can now deliver a complete factory analytics picture to manufacturers. In environments where thousands of variables affect the bottom line, businesses can now automatically and perpetually record machine and performance measurement. Oden Factory Cloud gives customers access to comprehensive data insights and can eliminate reliance on onsite infrastructure investments to run their own analytics.
Because manufacturers have access to live data and can analyze production data quickly, they can troubleshoot and resolve problems in minutes rather than months. Such information helps improve product quality, minimize unplanned downtime, cut costs, and improve profitability.
“With the help of Google Cloud Platform, we are helping our customers to be data-driven, which wasn’t possible before,” adds Willem. “They now understand that data is their most important asset. That allows them to be more innovative and continually improve their production processes.”
Simplifying Unstructured Data Analytics with BigQuery ML and Vertex AI: A Comprehensive Guide

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Unstructured data such as images, speech and textual data can be notoriously difficult to manage, and even harder to analyze. The analysis of unstructured data includes use cases such as extracting text from images using OCR, sentiment analysis on customer reviews and simplifying translation for analytics. All of this data needs to be stored, managed and made available for machine learning.
The new BigQuery ML inference engine empowers practitioners to run inferences on unstructured data using pre-trained AI models. The results of these inferences can be analyzed to extract insights and improve decision making. This can all be done in BigQuery, using just a few lines of SQL.
In this blog, we’ll explore how the new BigQuery ML inference engine can be used to run inferences against unstructured data in BigQuery. We’ll demonstrate how to detect and translate text from movie poster images, and run sentiment analysis against movie reviews.
BigQuery ML’s new inference engine
Google Cloud is home to a suite of pre-trained AI models and APIs. The BigQuery ML inference engine can call these APIs and manage the responses on your behalf. All you have to do is define the model you want to use and run inferences against your data. All of this is done in BigQuery using SQL. The inference results are returned in JSON format and stored in BigQuery for analysis.
Why run your inferences in BigQuery?
Traditionally, working with AI models to run inferences required expertise in programming languages like Python. The ability to run inferences in BigQuery using just SQL can make generating insights from your data using AI simple and accessible. BigQuery is also serverless, so you can focus on analyzing your data without worrying about scalability and infrastructure.
The inference results are stored in BigQuery, which allows you to analyze your unstructured data immediately, without the need to move or copy your data. A key advantage here is that this analysis can also be joined with structured data stored in BigQuery, giving you the opportunity to deepen your insights. This can simplify data management and minimize the amount of data movement and duplication required.
Which models are supported?
For now, the BigQuery ML inference engine can be used with these pre-trained Vertex AI models:
- Vision AI API: This model can be used to extract features from images managed by BigQuery Object Tables and stored on Cloud Storage. For example, Vision AI can detect and classify objects, or read handwritten text.
- Translation AI API: This model can be used to translate text in BigQuery tables into over one hundred languages.
- Natural Language Processing API: This model can be used to derive meaning from textual data stored in BigQuery tables. For example, features like sentiment analysis can be used to determine whether the emotional tone of text is positive or negative.

So, how does this work in practice? Let’s look at an example using images of movie posters

- We will define our pre-trained models for Vision AI, Translation AI and NLP AI in BigQuery ML.
- We’ll then use Vision AI to detect the text from some classic movie posters images.
- Next, we’ll use Translation AI to detect any foreign posters and translate them to a language of our choosing – English in this case.
- Finally, we’ll combine our unstructured data with structured data in BigQuery.
We’ll use the extracted movie titles from our movie posters to look up the viewer reviews from the BigQuery IMDB public dataset. We can then run sentiment analysis against these reviews using NLP AI.
Note: The BigQuery ML inference engine is currently in Preview. You will need to complete this enrollment form to have your project allowlisted for use with the BQML Inference Engine.

We’ll give examples of the BigQuery SQL needed to define your models and run your inferences. You’ll want to check out our notebook for a detailed guide on how to get this up and running in your Google Cloud project.
1. Define your AI Models in BigQuery
You will need to enable the APIs listed below, and also create a Cloud resource connection to enable BigQuery to interact with these services.
| API | Model Name |
| Vision AI API | Cloud_ai_vision_v1 |
| Translation AI API | Cloud_ai_translate_v3 |
| NLP AI API | Cloud_ai_natural_language_v1 |
You can then run the CREATE MODEL query for each AI service to create your pretrained models, replacing the model_name as required.
CREATE OR REPLACE MODEL
`{PROJECT_ID}.{DATASET_ID}.{VISION_MODEL_NAME}`
REMOTE WITH
CONNECTION `{PROJECT_ID}.{REGION}.{CONN_NAME}`
OPTIONS ( remote_service_type = '<model_name>' );2. Use the Vision AI API to detect text in images stored in Cloud Storage
You will need to create an object table for your images in Cloud Storage. This read-only object table provides metadata for images stored in Cloud Storage:
CREATE OR REPLACE EXTERNAL TABLE
`{PROJECT_ID}.{DATASET_ID}.{OBJECT_TABLE_NAME}`
WITH
CONNECTION `{REGION}.{CONN_NAME}`
OPTIONS (object_metadata = 'SIMPLE', uris = ['{BUCKET_LOCATION}/*']);To detect the text from our posters, you can then use ML.ANNOTATE_IMAGE and specify the text_detection feature.
SELECT
ml_annotate_image_result.full_text_annotation.text AS text_content,
*
FROM
ML.ANNOTATE_IMAGE(
MODEL `{PROJECT_ID}.{DATASET_ID}.{VISION_MODEL_NAME}`,
TABLE `{DATASET_ID}.{OBJECT_TABLE_NAME}`,
STRUCT(['TEXT_DETECTION'] AS vision_features));A JSON response will be returned to BigQuery that includes the text content and language code of the text. You can parse the JSON to a scalar result using the dot annotation highlighted above.


3. Use the Translation AI API to translate foreign movie titles
ML.TRANSLATE can now be used to translate the foreign titles we’ve extracted from our images into English. You just need to specify the target language and the table of the movie posters for translation:
SELECT
text_content,
STRING(ml_translate_result.translations[0].detected_language_code)
as original_language,
STRING(ml_translate_result.translations[0].translated_text)
as translated_title
FROM
ML.TRANSLATE(
MODEL `{PROJECT_ID}.{DATASET_ID}.{TRANSLATE_MODEL_NAME}`,
TABLE `{DATASET_ID}.image_results`,
STRUCT('TRANSLATE_TEXT' as translate_mode, "en" as target_language_code));Note: The table column with the text you want to translate must be named text_content:
The table of results will include json that can be parsed to extract both the original language and the translated text. In this case, the model has detected that title text is in French and has translated it to English:

4. Finally, use natural language processing (NLP) to run sentiment analysis against movie reviews
You can easily join inference results from your unstructured data with other BigQuery datasets to bolster your analysis. For example, we can now join the movie titles we extracted from our posters with thousands of movie reviews stored in BigQuery’s IMDB public dataset `bigquery-public-data.imdb.reviews`.
You can use ML.UNDERSTAND_TEXT with the analyze_sentiment feature to run sentiment analysis against some of these reviews to determine whether they are positive or negative:
SELECT
primary_title, start_year, text_content AS review,
FLOAT64(ml_understand_text_result.document_sentiment.score) AS score,
FLOAT64(ml_understand_text_result.document_sentiment.magnitude) AS magnitude,
FROM
ML.UNDERSTAND_TEXT(
MODEL `{PROJECT_ID}.{DATASET_ID}.{NLP_MODEL_NAME}`,
(
SELECT
primary_title, start_year, review AS text_content
FROM
`bigquery-public-data.imdb.title_basics` titles
JOIN
`bigquery-public-data.imdb.reviews` reviews
ON
reviews.movie_id = titles.tconst
WHERE
UPPER(titles.primary_title) = 'THE LOST WORLD' AND
start_year = 1925
),
STRUCT("analyze_sentiment" AS nlu_option)) ;Note: The table column with the text you want to analyze must be named text_content:
The JSON response will include a score and magnitude. The score indicates the overall emotion of the text while the magnitude indicates how much emotional content is present:

So, how did the Lost World compare with other movies that year?
To wrap up, we’ll compare the average review score of the 1925 Lost World movie to other movies released that year to see which was more popular. This can be done using familiar SQL analysis:
SELECT
primary_title, start_year,
AVG(FLOAT64(ml_understand_text_result.document_sentiment.score))AS av_score,
AVG(FLOAT64(ml_understand_text_result.document_sentiment.magnitude)) AS av_magnitude
FROM
ML.UNDERSTAND_TEXT(
MODEL `{PROJECT_ID}.{DATASET_ID}.{NLP_MODEL_NAME}`,
(
SELECT
primary_title, start_year, movie_id, review AS text_content
FROM
`bigquery-public-data.imdb.title_basics` titles
JOIN
`bigquery-public-data.imdb.reviews` reviews
ON
reviews.movie_id = titles.tconst
WHERE
start_year = 1925
),
STRUCT("analyze_sentiment" AS nlu_option))
GROUP BY
primary_title, start_year
ORDER BY
av_score DESC;
It looks like The Lost World narrowly missed out on the top spot to Sally of the Sawdust!
Want to learn more?
Check out our notebook for a step by step guide on using the BQML inference engine for unstructured data in Google Cloud. You can also check out our Cloud AI service table-valued functions overview page for more details. Curious about pricing? The BQML Pricing page gives a breakdown of how costs are applied across these services.
This Diagnostic Company is Revolutionising Healthcare Delivery with AI

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Dr. Elliot Smith cannot be accused of lacking ambition. A high achiever with a Ph.D. in Electrical Engineering and a specialist in magnetic resonance imaging (MRI) systems, Smith aims to deliver top quality healthcare to anyone in the world — regardless of their location or wealth.
Dr. Smith has already made strides on this journey with his Brisbane, Queensland-headquartered business, Maxwell MRI. “I saw there was a big gap in the market around automating the diagnosis of health conditions,” he says. “Existing processes were typically manual and involved a lot of people.”
Artificial intelligence (AI) and machine learning can remove a key obstacle to scaling out medicine and improve the efficiency and accuracy of diagnosing conditions, the healthcare entrepreneur believes.
“Our grand vision is to build an AI doctor that anyone can receive affordable support from and connect to in order to obtain results,” explains Dr. Smith.
Maxwell MRI presently enables clinicians to submit anonymised MRI scans to a machine learning enabled AI platform to help diagnose prostate cancer. The service is sold to clinicians who can then charge a per-session fee to clients. As well as obtaining results for individual cases, the MRI scans and associated information is used to ‘train’ the platform to deliver accurate diagnoses faster and in a more affordable way than existing systems do.
Dr. Smith and his team started by running a number of functions and processes on a single server with graphics processing units (GPUs) and sizable hard disk capacity. However, this infrastructure could not scale to support the planned growth of the business. Each case Maxwell MRI processes involves about 200MB of data in MRI scans alone. Once supplementary data, blood test result, pathology results and genetic information is included, this load can reach more than 1GB of data per patient.
The business aimed to process 150,000 cases by the end of 2018. This required a service that could deliver massive scale in data storage and compute, and could easily be accessed from any location. “We wanted to move from three GPUs to 30 GPUs without having to buy more servers or other associated equipment, so the cloud was the natural next step,” says Dr. Smith.
Maxwell MRI evaluated Google Cloud Platform (GCP) and determined that the managed services component of GCP would remove the burden of infrastructure deployment and administration. In addition, Google Cloud Machine Learning Engine would enable the business to scale to as many GPUs as needed to meet demand.
Maxwell MRI started with some small experiments to determine that GCP met all its requirements and completed its migration to the platform in February 2017. “We really started to scale up the data we had and consequently our computing requirements at that time,” Dr. Smith says.
The Maxwell MRI platform features an upload service that enables clinicians to upload imaging and associated data. This service triggers several different upload pipelines that clean and standardise data. They then write imaging data to Google Cloud Storage, and more structured data to a combination of Google Cloud Datastore and Google Cloud Spanner.
The platform then converts the information into records that can be used to ‘train’ new machine learning configurations or run evaluations through existing machine learning pipelines.
“The tasks we perform including segmenting various anatomical regions for analysis and sending those results back into Google Cloud Storage,” says Dr. Smith. “This then commences that repeated process of running Google Cloud Dataflow pipelines and machine learning algorithms, and presenting those outcomes back to the clinicians.”
Existing Literature Validated
The data processed and analysed to date has, Dr Smith says, enabled Maxwell MRI to help validate existing literature that indicates clinicians lack confidence in existing early-stage testing procedures for prostate cancer. This prompts them to move quickly to the biopsy stage to assure themselves their diagnosis is valid. “New technologies have a lot of potential to rectify this situation and guide treatment to be more accurate, specific and cost-effective,” he says.
Results Delivered in 10-15 Minutes
More specifically, using GCP has enabled Maxwell MRI to guarantee to clinicians that results will be delivered within minutes. “Clinicians are used to getting results back in two days to a week,” says Dr. Smith. “We’re saying that with our platform running on GCP we’ll deliver you results in 10 to 15 minutes, regardless of the number of patients coming in.”
Running on GCP has enabled the business to accelerate its development cycles, test new ideas easily on a subset of data, test in parallel and deliver new services considerably faster than in another environment. In addition, the flexible GCP charging model aligned with the ability to scale compute capabilities quickly and easily has enabled the fledgling business to control its costs.
Google technologies are poised to play an integral role in the business’s future. “With Google available, it doesn’t make sense for us to use our own infrastructure,” Dr. Smith says. “Our expertise in AI, machine learning and clinical engagement complements cloud platform specialties of infrastructure, managed services and ease of use. We see a bright future ahead in helping to transform healthcare globally.”
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