Retailers are becoming more skilled at making individual customers feel heard and valued. This is a necessity given the fact that 66% of respondents to a McKinsey survey stated that they expect email marketing messages to be tailored to their needs. While marketing personalization expertise is growing, it’s still difficult to manage, especially at scale.

Ocado Retail, one of the world’s largest dedicated online grocery retailers, delivering to over 645,000 customers in the U.K., has made personalization integral to its success. 

Let’s look at how Ocado retail worked with Google Cloud and partner Cognizant to develop a new data platform to power its personalization efforts from the ground up. 

Unifying data for more holistic, powerful personalization

To achieve its goals of personalization at scale, Ocado Retail needed a central data warehouse that could turn all forms of merchandising, advertising, business, and customer intelligence data into actionable insights. It wanted a means to accelerate customer segment identification, as well as the ideation and launch of relevant campaigns. 

“We standardized on Google Cloud, including BigQuery, as the foundation for our data platform because we knew it was the right solution for now and the future,” says Kieren Johnson, Head of IT at Ocado Retail. “We have an incredibly lean team and we needed a partner with exceptional expertise to help build an ambitious enterprise data warehouse to provide powerful insights. Cognizant was also the clear choice to help us get there.”

Cognizant worked closely with Ocado Retail to make sure its expertise in Google Cloud and other technologies aligned with Ocado Retail’s vision to drive more advanced personalization at higher scales using machine learning. The partner helped build the foundation on BigQuery, and then incorporated other Google Cloud tools such as Cloud Run, Vertex AI, and Vertex AI Natural Language to provide no-ops, all-code warehousing, and analytics capabilities.

Cognizant also took advantage of the Google Cloud Partner Success Services (PSS) program to ensure best practices were being followed throughout the project. PSS provided advisory services that guided Cognizant through the highly complex process of building the new data warehouse for Ocado Retail on Google Cloud.

Building the enterprise data platform in this way allows Ocado Retail to leverage the full power of cloud-based analytics while maintaining a lean team. It also allows the company to greatly scale up its personalization efforts.

Making customers feel valued at every touch

The work Ocado Retail has done with Google Cloud and Cognizant has positioned it to make its growing customer base feel valued, understood, and supported in every interaction. Before launching the project with Cognizant and Google Cloud, Ocado Retail was only able to run a couple of campaigns per week and knew it lacked optimal insight into each campaign’s efficacy. 

“We now run 10 times the number of campaigns we used to with the help of the data platform Cognizant built on Google Cloud,” says Kieren. “We run multiple campaigns every day for different customer segments, and all of that increased activity is entirely driven by data insights. The positive impacts on our marketing and customer service performance have been clear. We’re now working to expand what we do.”

Ocado Retail has enjoyed solid growth since the new data platform went live, including a 13% rise in active customers during fiscal year 2022, and has also seen a reduction in churn. It attributed these improvements to being better able to tailor products and communications to specific customer preferences.

Throughout the project, Cognizant supported data clean up while maximizing the scalable, flexible, and future-proofed data analytics infrastructure offered by Google Cloud.

Increasing data-driven actions

Ocado Retail plans to provide more data-driven insights to its commercial suppliers through a product called Beet Insights. So far, Beet Insights offers suppliers with intelligence about how their products are performing on the shelves. The result has been improving the role data plays throughout the supply chain, from production to purchase and beyond.

“By putting real-time insights about costs, marketing spend, and supply-funded activities into the hands of our commercial team and buyers, we are better positioned to improve our profits,” says Kieren. “At the same time, building data analytics into every part of our business will allow us to build on our personalization efforts.”

From the project’s inception, Ocado Retail ensured that the platform would be scalable and dynamic. Now, it is working to feed more data sources and streams into the warehouse to accelerate time to insights. Ocado Retail believes this next step in the evolution of the platform will unlock even more opportunities to initiate high-impact programs that transform personalization and every customer interaction.

Learn more about what Google Cloud and partners like Cognizant can do for your customer intelligence and personalization.

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-gvnic

To 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          10m

To learn more visit GKE NCCL Fast Socket documentation. We look forward to hearing how NCCL Fast Socket improves your ML Training experience on GKE.

Trend 2: Continued Efficiency Improvements for ML
Improvements in efficiency — arising from advances in computer hardware design as well as ML algorithms and meta-learning research — are driving greater capabilities in ML models. Many aspects of the ML pipeline, from the hardware on which a model is trained and executed to individual components of the ML architecture, can be optimized for efficiency while maintaining or improving on state-of-the-art performance overall. Each of these different threads can improve efficiency by a significant multiplicative factor, and taken together, can reduce computational costs, including CO2 equivalent emissions (CO2e), by orders of magnitude compared to just a few years ago. This greater efficiency has enabled a number of critical advances that will continue to dramatically improve the efficiency of machine learning, enabling larger, higher quality ML models to be developed cost effectively and further democratizing access. I’m very excited about these directions of research!

Continued Improvements in ML Accelerator Performance
Each generation of ML accelerator improves on previous generations, enabling faster performance per chip, and often increasing the scale of the overall systems. Last year, we announced our TPUv4 systems, the fourth generation of Google’s Tensor Processing Unit, which demonstrated a 2.7x improvement over comparable TPUv3 results in the MLPerf benchmarks. Each TPUv4 chip has ~2x the peak performance per chip versus the TPUv3 chip, and the scale of each TPUv4 pod is 4096 chips (4x that of TPUv3 pods), yielding a performance of approximately 1.1 exaflops per pod (versus ~100 petaflops per TPUv3 pod). Having pods with larger numbers of chips that are connected together with high speed networks improves efficiency for larger models.

ML capabilities on mobile devices are also increasing significantly. The Pixel 6 phone features a brand new Google Tensor processor that integrates a powerful ML accelerator to better support important on-device features.

Our use of ML to accelerate the design of computer chips of all kinds (more on this below) is also paying dividends, particularly to produce better ML accelerators.

Continued Improvements in ML Compilation and Optimization of ML Workloads
Even when the hardware is unchanged, improvements in compilers and other optimizations in system software for machine learning accelerators can lead to significant improvements in efficiency. For example, “A Flexible Approach to Autotuning Multi-pass Machine Learning Compilers” shows how to use machine learning to perform auto-tuning of compilation settings to get across-the-board performance improvements of 5-15% (and sometimes as much as 2.4x improvement) for a suite of ML programs on the same underlying hardware. GSPMD describes an automatic parallelization system based on the XLA compiler that is capable of scaling most deep learning network architectures beyond the memory capacity of an accelerator and has been applied to many large models, such as GShard-M4, LaMDA, BigSSL, ViT, MetNet-2, and GLaM, leading to state-of-the-art results across several domains.

Human-Creativity–Driven Discovery of More Efficient Model Architectures
Continued improvements in model architectures give substantial reductions in the amount of computation needed to achieve a given level of accuracy for many problems. For example, the Transformer architecture, which we developed in 2017, was able to improve the state of the art on several NLP and translation benchmarks while simultaneously using 10x to 100x less computation to achieve these results than a variety of other prevalent methods, such as LSTMs and other recurrent architectures. Similarly, the Vision Transformer was able to show improved state-of-the-art results on a number of different image classification tasks despite using 4x to 10x less computation than convolutional neural networks.

Machine-Driven Discovery of More Efficient Model Architectures
Neural architecture search (NAS) can automatically discover new ML architectures that are more efficient for a given problem domain. A primary advantage of NAS is that it can greatly reduce the effort needed for algorithm development, because NAS requires only a one-time effort per search space and problem domain combination. In addition, while the initial effort to perform NAS can be computationally expensive, the resulting models can greatly reduce computation in downstream research and production settings, resulting in greatly reduced resource requirements overall. For example, the one-time search to discover the Evolved Transformer generated only 3.2 tons of CO2e (much less than the 284t CO2e reported elsewhere; see Appendix C and D in this joint Google/UC Berkeley preprint), but yielded a model for use by anyone in the NLP community that is 15-20% more efficient than the plain Transformer model. A more recent use of NAS discovered an even more efficient architecture called Primer (that has also been open-sourced), which reduces training costs by 4x compared to a plain Transformer model. In this way, the discovery costs of NAS searches are often recouped from the use of the more-efficient model architectures that are discovered, even if they are applied to only a handful of downstream uses (and many NAS results are reused thousands of times).

NAS has also been used to discover more efficient models in the vision domain. The EfficientNetV2 model architecture is the result of a neural architecture search that jointly optimizes for model accuracy, model size, and training speed. On the ImageNet benchmark, EfficientNetV2 improves training speed by 5–11x while substantially reducing model size over previous state-of-the-art models. The CoAtNet model architecture was created with an architecture search that uses ideas from the Vision Transformer and convolutional networks to create a hybrid model architecture that trains 4x faster than the Vision Transformer and achieves a new ImageNet state of the art.

The broad use of search to help improve ML model architectures and algorithms, including the use of reinforcement learning and evolutionary techniques, has inspired other researchers to apply this approach to different domains. To aid others in creating their own model searches, we have open-sourced Model Search, a platform that enables others to explore model search for their domains of interest. In addition to model architectures, automated search can also be used to find new, more efficient reinforcement learning algorithms, building on the earlier AutoML-Zero work that demonstrated this approach for automating supervised learning algorithm discovery.

Use of Sparsity
Sparsity, where a model has a very large capacity, but only some parts of the model are activated for a given task, example or token, is another important algorithmic advance that can greatly improve efficiency. In 2017, we introduced the sparsely-gated mixture-of-experts layer, which demonstrated better results on a variety of translation benchmarks while using 10x less computation than previous state-of-the-art dense LSTM models. More recently, Switch Transformers, which pair a mixture-of-experts–style architecture with the Transformer model architecture, demonstrated a 7x speedup in training time and efficiency over the dense T5-Base Transformer model. The GLaM model showed that transformers and mixture-of-expert–style layers can be combined to produce a model that exceeds the accuracy of the GPT-3 model on average across 29 benchmarks using 3x less energy for training and 2x less computation for inference. The notion of sparsity can also be applied to reduce the cost of the attention mechanism in the core Transformer architecture.

The use of sparsity in models is clearly an approach with very high potential payoff in terms of computational efficiency, and we are only scratching the surface in terms of research ideas to be tried in this direction.

Each of these approaches for improved efficiency can be combined together so that equivalent-accuracy language models trained today in efficient data centers are ~100 times more energy efficient and produce ~650 times less CO2e emissions, compared to a baseline Transformer model trained using P100 GPUs in an average U.S. datacenter using an average U.S. energy mix. And this doesn’t even account for Google’s carbon-neutral, 100% renewable energy offsets. We’ll have a more detailed blog post analyzing the carbon emissions trends of NLP models soon.

One of the biggest challenges when serving machine learning models is delivering predictions in near real-time. Whether you’re a retailer generating recommendations for users shopping on your site, or a food service company estimating delivery time, being able to serve results with low latency is crucial. That’s why we’re excited to announce Private Endpoints on Vertex AI, a new feature in Vertex Predictions. Through VPC Peering, you can set up a private connection to talk to your endpoint without your data ever traversing the public internet, resulting in increased security and lower latency for online predictions. 

Configuring VPC Network Peering

Before you make use of a Private Endpoint, you’ll first need to create connections between your VPC (Virtual Private Cloud) network and Vertex AI.  A VPC network is a global resource that consists of regional virtual subnetworks, known as subnets, in data centers, all connected by a global network. You can think of a VPC network the same way you’d think of a physical network, except that it’s virtualized within GCP. If you’re new to cloud networking and would like to learn more, check out this introductory video on VPCs.

With VPC Network Peering, you can connect internal IP addresses across two VPC networks, regardless of whether they belong to the same project or the same organization. As a result, all traffic stays within Google’s network.

Deploying Models with Vertex Predictions

Vertex Predictions is a serverless way to serve machine learning models. You can host your model in the cloud and make predictions through a REST API. If your use case requires online predictions, you’ll need to deploy your model to an endpoint. Deploying a model to an endpoint associates physical resources with the model so it can serve predictions with low latency. 

When deploying a model to an endpoint, you can specify details such as the machine type, and parameters for autoscaling. Additionally, you now have the option to create a Private Endpoint. Because your data never traverses the public internet, Private Endpoints offer security benefits in addition to reducing the time your system takes to serve the prediction when it receives the request. The overhead introduced by Private Endpoints is minimal, achieving performance nearly identical to DIY serving on GKE or GCE.  There is also no payload size limit for models deployed on the private endpoint.

Creating a Private Endpoint on Vertex AI is simple.

In the Models section of the Cloud console, select the model resource you want to deploy.

Next, select DEPLOY TO ENDPOINT

In the window on the right hand side of the console, navigate to the Access section and select Private. You’ll need to add the full name of the VPC network for which your deployment should be peered.

Note that many other managed services on GCP support VPC peering, such as Vertex Training, Cloud SQL, and Firestore. Endpoints is the latest to join that list.

What’s Next?

Now you know the basics of VPC Peering and how to use Private Endpoints on Vertex AI. If you want to learn more about configuring VPCs, check out this overview guide. And if you’re interested to learn more about how to use Vertex AI to support your ML workflow, check out this introductory video. Now it’s time for you to deploy your own ML model to a Private Endpoint for super speedy predictions!

Posted by Jeff Dean, Senior Fellow and SVP of Google Research, on behalf of the entire Google Research community

Over the last several decades, I’ve witnessed a lot of change in the fields of machine learning (ML) and computer science. Early approaches, which often fell short, eventually gave rise to modern approaches that have been very successful. Following that long-arc pattern of progress, I think we’ll see a number of exciting advances over the next several years, advances that will ultimately benefit the lives of billions of people with greater impact than ever before. In this post, I’ll highlight five areas where ML is poised to have such impact. For each, I’ll discuss related research (mostly from 2021) and the directions and progress we’ll likely see in the next few years.

· Trend 1: More Capable, General-Purpose ML Models
· Trend 2: Continued Efficiency Improvements for ML
· Trend 3: ML Is Becoming More Personally and Communally Beneficial
· Trend 4: Growing Benefits of ML in Science, Health and Sustainability
· Trend 5: Deeper and Broader Understanding of ML

Trend 1: More Capable, General-Purpose ML Models

Researchers are training larger, more capable machine learning models than ever before. For example, just in the last couple of years models in the language domain have grown from billions of parameters trained on tens of billions of tokens of data (e.g., the 11B parameter T5 model), to hundreds of billions or trillions of parameters trained on trillions of tokens of data (e.g., dense models such as OpenAI’s 175B parameter GPT-3 model and DeepMind’s 280B parameter Gopher model, and sparse models such as Google’s 600B parameter GShard model and 1.2T parameter GLaM model). These increases in dataset and model size have led to significant increases in accuracy for a wide variety of language tasks, as shown by across-the-board improvements on standard natural language processing (NLP) benchmark tasks (as predicted by work on neural scaling laws for language models and machine translation models).

Many of these advanced models are focused on the single but important modality of written language and have shown state-of-the-art results in language understanding benchmarks and open-ended conversational abilities, even across multiple tasks in a domain. They have also shown exciting capabilities to generalize to new language tasks with relatively little training data, in some cases, with few to no training examples for a new task. A couple of examples include improved long-form question answering, zero-label learning in NLP, and our LaMDA model, which demonstrates a sophisticated ability to carry on open-ended conversations that maintain significant context across multiple turns of dialog.

Transformer models are also having a major impact in image, video, and speech models, all of which also benefit significantly from scale, as predicted by work on scaling laws for visual transformer models. Transformers for image recognition and for video classification are achieving state-of-the-art results on many benchmarks, and we’ve also demonstrated that co-training models on both image data and video data can improve performance on video tasks compared with video data alone. We’ve developed sparse, axial attention mechanisms for image and video transformers that use computation more efficiently, found better ways of tokenizing images for visual transformer models, and improved our understanding of visual transformer methods by examining how they operate compared with convolutional neural networks. Combining transformer models with convolutional operations has shown significant benefits in visual as well as speech recognition tasks.

The outputs of generative models are also substantially improving. This is most apparent in generative models for images, which have made significant strides over the last few years. For example, recent models have demonstrated the ability to create realistic images given just a category (e.g., “irish setter” or “streetcar”, if you desire), can “fill in” a low-resolution image to create a natural-looking high-resolution counterpart (“computer, enhance!”), and can even create natural-looking aerial nature scenes of arbitrary length. As another example, images can be converted to a sequence of discrete tokens that can then be synthesized at high fidelity with an autoregressive generative model.

Because these are powerful capabilities that come with great responsibility, we carefully vet potential applications of these sorts of models against our AI Principles.

Beyond advanced single-modality models, we are also starting to see large-scale multi-modal models. These are some of the most advanced models to date because they can accept multiple different input modalities (e.g., language, images, speech, video) and, in some cases, produce different output modalities, for example, generating images from descriptive sentences or paragraphs, or describing the visual content of images in human languages. This is an exciting direction because like the real world, some things are easier to learn in data that is multimodal (e.g., reading about something and seeing a demonstration is more useful than just reading about it). As such, pairing images and text can help with multi-lingual retrieval tasks, and better understanding of how to pair text and image inputs can yield improved results for image captioning tasks. Similarly, jointly training on visual and textual data can also help improve accuracy and robustness on visual classification tasks, while co-training on image, video, and audio tasks improves generalization performance for all modalities. There are also tantalizing hints that natural language can be used as an input for image manipulation, telling robots how to interact with the world and controlling other software systems, portending potential changes to how user interfaces are developed. Modalities handled by these models will include speech, sounds, images, video, and languages, and may even extend to structured data, knowledge graphs, and time series data.

Often these models are trained using self-supervised learning approaches, where the model learns from observations of “raw” data that has not been curated or labeled, e.g., language models used in GPT-3 and GLaM, the self-supervised speech model BigSSL, the visual contrastive learning model SimCLR, and the multimodal contrastive model VATT. Self-supervised learning allows a large speech recognition model to match the previous Voice Search automatic speech recognition (ASR) benchmark accuracy while using only 3% of the annotated training data. These trends are exciting because they can substantially reduce the effort required to enable ML for a particular task, and because they make it easier (though by no means trivial) to train models on more representative data that better reflects different subpopulations, regions, languages, or other important dimensions of representation.

All of these trends are pointing in the direction of training highly capable general-purpose models that can handle multiple modalities of data and solve thousands or millions of tasks. By building in sparsity, so that the only parts of a model that are activated for a given task are those that have been optimized for it, these multimodal models can be made highly efficient. Over the next few years, we are pursuing this vision in a next-generation architecture and umbrella effort called Pathways. We expect to see substantial progress in this area, as we combine together many ideas that to date have been pursued relatively independently.