The game of baseball has no shortage of statistics — from batting average to exit velocity, strikeouts to wins above replacement. Among all sports, Major League Baseball (MLB) arguably contains the most analytical and data-driven participants and fan base. Subconsciously or viscerally, players and managers on the field and those following from anywhere are constantly assessing and making decisions based off of game play trends and expectations — whether a batter will come through with a hit in an important situation, when a pitcher should be pulled. Less analyzed, however, is what leads fans to become engaged with certain players or teams, and what factors drive their love of the game. This is the motivation behind the problem being posed by Major League Baseball in their Kaggle competition for Player Digital Engagement Forecasting. Can you use machine learning to deconstruct baseball fandom?

This competition asks you to predict measures of digital engagement for each active player on a daily basis during the MLB season. So, how large was the surge in fan interest after Joe Musgrove threw the first no-hitter in Padres history? Is Shohei Ohtani’s engagement higher when he pitches well, when he hits a monster home run…or when he does both? You’re provided a wealth of game, team and player information – detailed stats, awards, rosters, and transaction information – as well as social and digital engagement data as your inputs. Data scientists will recognize this as an exciting forecasting problem with both traditional regression and time series components, where having this input data just prior to the prediction date is critical to determining which players will receive the most engagement. 

With so many variables in the game, there are an endless number of vectors which could possibly influence fan engagement. Eleven-time All-Star Miguel Cabrera delighted fans by hitting the first home run of the season – in the snow! Occasionally a lesser-known player like Musgrove or Carlos Rodón “wins the day” with an unlikely no-hitter. And sometimes just getting traded to an iconic franchise like the Yankees generates a ton of fan interest, like it did for Rougned Odor in early April.

As these examples show, a player’s digital engagement can be pretty dynamic during the season, with many different potential contributors to who is “trending” on a given day. How can you use data to uncover which factors are the most influential of engagement with each player’s digital content?

Ready to play ball? Check out the competition on Kaggle for all the details. $50,000 in prizes is up for grabs in two prize categories. The code competition puts your machine learning skills to the test, to see who can build the most accurate forecasting models to predict daily digital engagement for every active player. You’ll have until July 31st to build your models and then be evaluated on a future time frame, which will determine the winners. For data visualization and exploration experts out there, the explainability prizes give you an opportunity to analyze more broadly which factors, even those outside of what we’re providing directly, most influence digital engagement. You’ll be evaluated on how well you can use what the data is telling you to support your findings.

And if you’re looking to get started, we’ve provided an introductory video and some notebook tutorials, including a starting point for harnessing the power of Vertex AI through tools including Cloud Notebooks, Explainable AI, and Vizier. 

With the second half of the season upon us, it’s an exciting time to be an MLB fan. With this Kaggle competition, it’s also a perfect opportunity to use data science to help understand baseball fandom and potentially earn some of your own accolades in the process. Step up to the plate!

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How will your organization manage this year’s data growth and business requirements? Your actions and strategies involving data and AI will improve or undermine your organization’s competitiveness in the months and years to come. Our teams at Google Cloud have an eye on the future as we evolve our strategies to protect technology choice, simplify data integration, increase AI adoption, deliver needed information on demand, and meet security requirements. 

Google Cloud worked with* IDC on multiple studies involving global organizations across industries in order to explore how data leaders are successfully addressing key data and AI challenges. We compiled the results in our 2023 Data and AI Trends report. In it, you’ll find the metrics-rich research behind the top five data and AI trends, along with tips and customer examples for incorporating them into your plans. 

1: Show data silos the door

Given the increasing volumes of data we’re all managing, it’s no surprise that siloed transactional databases and warehousing strategies can’t meet modern demands. Organizations want to improve how they store, manage, analyze, and govern all their data, while reducing costs. They also want to eliminate conflicting insights from replicated data and empower everyone with fresh data.

A unified data cloud enables the integration of data and insights into transformative digital experiences and better decision making.

Andi Gutmans, GM and VP of Engineering for Databases, Google Cloud

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In the report, you can learn how to adopt a unified data cloud that supports every stage of the data lifecycle so that you can improve data usage, accessibility, and governance. Inform your strategy by drawing on organizations’ examples such as a data fabric that improves customer experiences by connecting more than 80 data silos, as well as other unified data clouds that save money and simplify growth. 

2: Usher in the age of the open data ecosystem

Data is the key to unlocking AI, speeding up development cycles, and increasing ROI. To protect against data and technology lock-in, more organizations are adopting open source software and open APIs.

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Understand how you can simplify data integration, facilitate multicloud analytics, and use the technologies you want with an open data ecosystem, as described in the report. Learn from metrics about global open source adoption and public dataset usage. And explore how global companies adopted open data ecosystems to improve patient outcomes, increase website traffic by 25%, and cut operating costs by 90%.

3: Embrace the AI tipping point

Pulling useful information out of data is easier with AI and ML. Not only can you identify patterns and answer questions faster but the technologies also make it easier to solve problems at scale.

We’ve reached the AI tipping point. Whether people realize it or not, we’re already using applications powered by AI—every day. Social media platforms, voice assistants, and driving services are easy examples.

June Yang, VP, Cloud AI and Industry Solutions, Google Cloud

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Organizations share how they’re reaching their goals using AI and ML by empowering “citizen data scientists” and having them focus on small wins first. Gain tips from Yang and other experts for developing your AI strategy. And read how organizations achieve outcomes such as a reduction of 7,400 tons per year in carbon emissions and a more than 200% increase in ROI from ad spend by using pattern recognition and other AI capabilities. 

4: Infuse insights everywhere

Yesterday’s BI solutions have led to outdated insights and user fatigue with the status quo, based on generic metrics and old information. Research shows that as new tools come online, expectations for BI are changing, with companies revising their strategies to improve decision making, speed up the development of new revenue streams, and increase customer acquisition and retention by providing individuals with needed information on demand.

Organizations are equipping business decision-makers with the tools they need to incorporate required insights into their everyday workflows.

Kate Wright, Senior Director, Product Management, Google Cloud

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In the report, you’ll discover why and how data leaders are rethinking their BI analytics strategies and applications to improve users’ trust and use of data in automated workflows, customizable dashboards, and on-demand reports. Global companies also share how they improve decision making with self-service BI, customer experiences with IoT analysis, and threat mitigation with embedded analytics.

5: Get to know your unknown data

Increasing data volumes can make it harder to know where and what data they store, which may create risk. Case in point: If a customer unexpectedly shares personally identifiable information during a recorded customer support call or chat session, that data might require specialized governance, which the standardized storage process may not provide.

If you don’t know what data you have, you cannot know that it’s accurately secured. You also don’t know what security risks you are incurring, or what security measures you need to take.

Anton Chuvakin, Senior Staff Security Consultant, Google Cloud

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Check out the report to learn about data security risks that are often overlooked and how to develop proactive governance strategies for your sensitive data. You can also read how global organizations have increased customer trust and productivity by improving how they discover, classify, and manage their structured and unstructured data.  

Be ready for what’s next

What’s exciting about these trends is that they’re enabling organizations across industries to realize very different goals using their choice of technologies. And although all the trends depend on each other, research shows you can realize measurable benefits whether you adopt one or all five.

Review the report yourself and learn how you can refine your organization’s data and AI strategies by drawing on the collective insights, experiences, and successes of more than 800 global organizations. 

Communication service providers (CSPs) are at an inflection point. From stagnating revenues, to network strain in meeting the demands of 5G, to challenges in delivering innovative customer experiences, there’s enormous pressure on the telecommunications industry to transform.

Over the past few years, CSPs around the globe have turned to artificial intelligence (AI) to address some of these challenges, but the lion’s share of an operator’s operational expenses are still spent on infrastructure and data management. This has limited their ability to capitalize on core data assets and develop differentiated customer experiences that meet individual needs. 

Enter generative AI, a type of machine intelligence that’s received enormous attention as of late. We’ve all marveled over its ability to generate text that reads like it was written by a person, to create new images, and to build even musical scores. It’s a riveting addition to the AI toolset — and one that complements machine learning (ML) and its ability to identify patterns to make predictions, spot efficiencies, or interpret large data sets. 

But while there’s a lot of hype around generative AI, at Google Cloud we view it through a much more practical lens for the telecommunications industry. Generative AI can accelerate the transformation already underway, with its potential to streamline many of the tools and processes that CSPs engage with daily, bringing a new level of natural interaction between people and computers, and enabling machines to be programmed to carry out an action with a spoken request, and respond in natural, interactive ways. 

Generative AI builds on existing Google Cloud data, AI, and ML services. For example, Contact Center AI, with human-like interactions between callers and computers, has been successfully adopted by CSPs for many years, increasing the satisfaction of both customers and call center workers. As we add generative AI to this technology, CSPs and their customers will see even greater capabilities and impact, for example, virtual agents that not only provide helpful information, but also let customers make payments and execute other transactions. With generative AI, CSPs will be able to harness customer call summaries to better understand customer sentiment and identify cross-sell and up-sell opportunities. CSPs could also easily and quickly build and deploy virtual agents informed by customer conversations that enable more innovative and personalized customer interactions. And that’s just the start.

Three key areas

The contact center is just one of the areas where practical and generative AI will help drive new value. When reflecting on the key challenges facing CSPs today, three areas in particular stand out where generative AI may be transformative:

1. Personalized experiences: In addition to further improvements in customer call center interactions, generative AI can deliver improved personalization in ecommerce interactions — a big factor in helping customers sort through their choices of phones and calling plans. Personalization is also important for lowering churn, offering relevant new services, and managing the customer lifecycle. For example, generative AI could enable CSPs to produce marketing campaign content customized for select themes, and target individual customers with customized text and images. 
2. Autonomous networks: Generative AI will also help to pave the way for autonomous networks by connecting multiple complex AI/ML models used across network planning and operations with large language models (LLMs) that can understand network behaviors and create action plans in areas including network capacity planning and performance. For example, generative AI will enable CSPs to train models with customer experience and sentiment data to build better prediction capabilities. Importantly, the customer data sets used to tune these models are not public, but curated internal customer data — significantly enhancing privacy, factuality, and relevance, while protecting intellectual property. In addition, generative AI will be able to help network planning and design, which requires high levels of reporting and analysis.
3. Streamlined operations: Both operations center uptime and field service efficiency are crucial for managing costs and improving customer satisfaction. In particular, applying generative AI to field service devices can speed up diagnostics and analysis, and can even help with installation, parts, and troubleshooting, and minimizing the number of times companies have to send out trucks and improve field-service training. Generative AI will also provide a productivity boost to IT development processes, enabling code generation and troubleshooting to deliver reliable software products and services.

Data security and reliability

An under-discussed area in generative AI is the importance of data quality and data security in building and training the LLMs that power the technology. Many CSPs are rightly concerned about intellectual property leaking both into and out of LLMs, risking the security of their systems and their intellectual property. We’ve long offered industry-leading data security and privacy technologies, and with generative AI integrated with Vertex AI, we can ensure all data is secured within the CSP’s environment.

Meanwhile, to ensure that their LLMs generate accurate information, CSPs are building out scenarios and use cases for training on smaller, controlled amounts of their own data, sometimes accompanied by highly trusted sources from partners and others. Google Cloud also provides tools including Prompt Engineering, Tuning, and Reinforcement Learning from Human Feedback to further ensure data factuality and reliability. This will likely result in the first generative AI applications targeted to smaller, high-impact problems, like optimizing network topologies. 

The human element

Of course, people are critical to the success of generative AI, whether that means solving problems in call centers, field service workers combining AI information with their own knowhow, marketing and creative teams brainstorming with generative AI to make new presentations and marketing materials, or operations engineers augmenting and approving an AI suggestion. We’ve built a lot of amazing technology to help augment what people cannot do: synthesize millions, if not billions, of records and sources to help energize new workflows and productivity.

Telecommunications is a fast-changing industry that is tech savvy and hungry to learn and deploy the best possible new technologies, and that includes generative AI. Each meeting with a CSP inspires new ideas, sparks more use cases, and leads to more industry-changing initiatives. It’s exciting to see this pace of change, and we are only just getting started.

We look forward to showing you more soon as we deep dive into some of the exciting CSP industry use cases in upcoming blog posts. We also invite you to find out more about how Google Cloud is partnering with CSPs around the world to deliver a holistic cloud transformation.

The latest round of MLPerf benchmark results have been released, and Google’s TPU v4 supercomputers demonstrated record-breaking performance at scale. This is a timely milestone since large-scale machine learning training has enabled many of the recent breakthroughs in AI, with the latest models encompassing billions or even trillions of parameters (T5, Meena, GShard, Switch Transformer, and GPT-3). 

Google’s TPU v4 Pod was designed, in part, to meet these expansive training needs, and TPU v4 Pods set performance records in four of the six MLPerf benchmarks Google entered using TensorFlow and JAX. These scores are a significant improvement over our winning submission from last year and demonstrate that Google once again has the world’s fastest machine learning supercomputers. These TPU v4 Pods are already widely deployed throughout Google data centers for our internal machine learning workloads and will be available via Google Cloud later this year.

Figure 1: Speedup of Google’s best MLPerf Training v1.0 TPU v4 submission over the fastest non-Google submission in any availability category – in this case, all baseline submissions came from NVIDIA. Comparisons are normalized by overall training time regardless of system size. Taller bars are better.¹

Let’s take a closer look at some of the innovations that delivered these ground-breaking results and what this means for large model training at Google and beyond. 

Google’s continued performance leadership

Google’s submissions for the most recent MLPerf demonstrated leading top-line performance (fastest time to reach target quality), setting new performance records in four benchmarks. We achieved this by scaling up to 3,456 of our next-gen TPU v4 ASICs with hundreds of CPU hosts for the multiple benchmarks. We achieved an average of 1.7x improvement in our top-line submissions compared to last year’s results. This means we can now train some of the most common machine learning models in a matter of seconds.

Figure 2: Speedup of Google’s MLPerf Training v1.0 TPU v4 submission over Google’s MLPerf Training v0.7 TPU v3 submission (exception: DLRM results in MLPerf v0.7 were obtained using TPU v4). Comparisons are normalized by overall training time regardless of system size. Taller bars are better. Unet3D not shown since it is a new benchmark for MLPerf v1.0.²

We achieved these performance improvements through continued investment in both our hardware and software stacks. Part of the speedup comes from using Google’s fourth-generation TPU ASIC, which offers a significant boost in raw processing power over the previous generation, TPU v3. 4,096 of these TPU v4 chips are networked together to create a TPU v4 Pod, with each pod delivering 1.1 exaflop/s of peak performance.

Figure 3: A visual representation of 1 exaflop/s of computing power. If 10 million laptops were running simultaneously, then all that computing power would almost match the computing power of 1 exaflop/s.

In parallel, we introduced a number of new features into the XLA compiler to improve the performance of any ML model running on TPU v4. One of these features provides the ability to operate two (or potentially more) TPU cores as a single logical device using a shared uniform memory access system. This memory space unification allows the cores to easily share input and output data – allowing for a more performant allocation of work across cores. A second feature improves performance through a fine-grained overlap of compute and communication. Finally, we introduced a technique to automatically transform convolution operations such that space dimensions are converted into additional batch dimensions. This technique improves performance at the low batch sizes that are common at very large scales.

Enabling large model research using carbon-free energy

Though the margin of difference in topline MLPerf benchmarks can be measured in mere seconds, this can translate to many days worth of training time on the state-of-the-art models that comprise billions or trillions of parameters. To give an example, today we can train a 4 trillion parameter dense Transformer with GSPMD on 2048 TPU cores. For context, this is over 20 times larger than the GPT-3 model published by OpenAI last year. We are already using TPU v4 Pods extensively within Google to develop research breakthroughs such as MUM and LaMDA, and improve our core products such as Search, Assistant and Translate. The faster training times from TPUs result in efficiency savings and improved research and development velocity. Many of these TPU v4 Pods will be operating at or near 90% carbon free energy. Furthermore, cloud datacenters can be ~1.4-2X more energy efficient than typical datacenters, and the ML-oriented accelerators – like TPUs – running inside them can be ~2-5X more effective than off-the-shelf systems. 

We are also excited to soon offer TPU v4 Pods on Google Cloud, making the world’s fastest machine learning training supercomputers available to customers around the world. Cloud TPUs support leading frameworks such as TensorFlow, PyTorch, and Jax, and we recently released an all-new Cloud TPU system architecture that provides direct access to TPU host machines, greatly improving the user experience. 

Want to learn more? 

Please contact your Google Cloud sales representative to request early access to Cloud TPU v4 Pods. We are excited to see how you will expand the machine learning frontier with access to exaflops of TPU computing power!

^{1. All results retrieved from www.mlperf.org on June 30, 2021. MLPerf name and logo are trademarks. See www.mlperf.org for more information. Chart uses results 1.0-1067, 1.0-1070, 1.0-1071, 1.0-1072, 1.0-1073, 1.0-1074, 1.0-1075, 1.0-1076, 1.0-1077, 1.0-1088, 1.0-1089, 1.0-1090, 1.0-1091, 1.0-1092.
2. All results retrieved from www.mlperf.org on June 30, 2021. MLPerf name and logo are trademarks. See www.mlperf.org for more information. Chart uses results 0.7-65, 0.7-66, 0.7-67, 1.0-1088, 1.0-1090, 1.0-1091, 1.0-1092.}

Over 2.14 billion people worldwide are expected to buy online this year, according to Statista. Online retail sales will account for 22% of all purchases by 2023. But in a competitive retail landscape, positive interactions can mean the difference between a sale and an abandoned shopping cart.

One of the leading global marketplaces – Kinguin.net is a haven for gamers. Their bustling ecommerce business conducts over 500,000 new transactions monthly. Users will encounter over 50,000 unique digital products, from video games, gift cards, in-game items to computer software and services. With over 10 million registered users, Kinguin improved their experience by helping users find items quickly and deliver service at scale.

Helping customers find what they want, fast

Because of Kinguin’s high volume of users—both buyers and sellers—and breadth of digital products, browsing and shopping can be challenging. “Customers shop online for choice and convenience, but it can sometimes be overwhelming. We want anyone who shops at Kinguin to find what they are looking for quickly and easily,” says Viktor Romaniuk Wanli, Kinguin CEO and Founder.

Today’s retailers know that creating personalized shopping experiences is crucial for establishing and maintaining customer loyalty. Kinguin discovered their users were getting a rather standard retail experience. They wondered how they could offer them a more tailored, personalized experience.

They knew product recommendations were a great way to personalize experiences because they help customers discover products that match their tastes and preferences. But it’s not that easy to recommend products. Various shifting factors make recommendations much more complex:

• Customer behavior. Understanding customers is tough. How do you recommend something to a cold start user who’s never been to your site before? What happens when their behavior changes?
• Omnichannel context. According to Harvard Business Review, 73% of all customers use many channels when they buy. What happens when they go from desktop to mobile or from social media shopping to a proprietary app?
• Product data challenges. How do you recommend new products within a large catalog of items? What if your product data has sparse labeling or unstructured metadata?

Data wasn’t a problem for Kinguin. They had data orders, history, wishlists, and could collect events based on their platform interactions. It was the machine learning model expertise they lacked. So rather than building their own solution, they determined it was more cost effective for them to find a reliable partner. It was also essential that the solution integrated easily with Kubernetes, which enabled their global network.

With these considerations in mind, they applied for the Google Recommendations AI beta program. Kinguin became the first gaming e-commerce platform in Europe to use Recommendations AI when it launched in 2020.

Pro gamer move: using a fully managed AI service 

Google Recommendations AI uses algorithms to deliver highly personalized suggestions tailored to a customer’s preferences. Google Cloud based these algorithms on the same research that powers models by YouTube search and Google Shopping. Algorithms are always being tuned and adjusted to focus on individuals themselves—not just items.

Many shopping AIs rely on manually provisioning infrastructure and training machine learning models. Instead, Recommendations AI’s deep learning models use item and user metadata to gain insights. It processes Kinguin’s thousands of products at scale, iterating in real time. First, Kinguin pieces together a customer’s history and shopping journey. Then, using Recommendations AI, they can serve up personalized products—even for long-tail products and cold-start users. 

By leveraging internal tools, Kinguin didn’t need to start implementation from scratch. After a few trial sessions with Google Cloud engineers, they got started right away. Due to the fast-paced nature of a marketplace—i.e., price changes, out-of-stock items—Kinguin needed their recommendations to be as close to real time as possible. They used internal event buses to stream events and their product catalog directly to the recommendations API.

Kinguin rolled out in high-traffic areas, including their home page, product page, and category pages. They analyzed heat maps and scroll maps to figure out where to test placements. They also experimented with different recommendation models such as “recently bought together” and “you may like.” Engineers also factored in where they were implementing the models. For example, the “others you might like” model would fit best on the homepage, while “frequently bought together” made sense at checkout.

Understanding how product recommendations influence financials is critical for demonstrating the impact of personalization. Using BigQuery, Kinguin could analyze different cost projection models. BigQuery helped them dig into specific financial data to understand their margins and revenue gains.

Playing to win: enhanced customer experience

Since adopting Recommendations AI, Kinguin has improved both customer experience and satisfaction. Search times have shortened by 20 seconds. Additionally, their average cart value has increased by 5 EUR. Conversion rates have quadrupled since the outset. Click-thru rates have doubled, increasing by 2.16 on product pages and 2.8 times on recommendations pages.

“Google Recommendations AI has helped us evolve our service, increase customer loyalty and satisfaction. It has also contributed to a significant rise in sales,” says Wanli. Kinguin is already thinking about other ways of enhancing user experiences with recommendations. Ideas include their checkout process, other landing pages, and email marketing.

Kinguin’s journey with Google Cloud shows how companies can leverage AI to optimize sales and deliver high-performing, low-latency recommendations to any customer touchpoint. 

Learn more about Recommendations AI and Google Cloud AI and machine learning solutions.