Dai Vu 26 min

The Evolution of Google Cloud GTM with GenAI


Join Google’s Managing Director of Cloud Marketplace & ISV GTM Initiatives for an illuminating look into AI's transformative impact on go-to-market strategies. Explore how AI is revolutionizing customer segmentation, targeting, and personalization, enabling businesses to engage with their audience more effectively.



0:00

All right.

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Let me get the slides up.

0:11

All right.

0:12

So, hello everyone and thank you for joining the session.

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And for those who I have been met, I'm dying.

0:20

I'm the managing director for Google Cloud Marketplace and ISV Go-to-Market

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Initiatives.

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So I'm very happy to be here with you today.

0:27

So just a little bit about me.

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So my team's primary charter is to grow the partner business through Cloud

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Marketplace.

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So I manage teams responsible for business development, partner engineering and

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onboarding,

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partner and platform strategy, Go-to-Market Initiatives, including scaling our

0:45

indirect

0:46

channel incentives and co-so initiatives and field engagement.

0:50

And I've been at Google for about nine and a half years.

0:54

And before taking this role about two and a half years ago, I spent four years

0:57

in the

0:57

product group and area of the business called the Application Modernization

1:01

Platform,

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scaling our Kubernetes, serverless and developer platform businesses and boot

1:06

strapping our

1:07

multi-cloud initiatives with Anthos.

1:09

So we're here to talk about JNI.

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It promises to be the transformative technology of our time.

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So I think we're experiencing a whirlwind pace of innovation and it's impacting

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all

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industries and business functions.

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It will certainly impact Cloud Go-to-Market.

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And we've already been seeing over the last few years how we're seeing a

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fundamental transformation

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in terms of how business software is being bought and sold via Cloud

1:35

Marketplace and

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how software companies are aligning with the Cloud providers to drive very

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efficient routes

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to market.

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So certainly Go-to-Market with Google Cloud will evolve with JNI.

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So very excited to spend the next 20 to 25 minutes or so to talk about this

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exciting evolution.

1:51

So with that, let's dive in.

1:56

Okay.

1:57

So I think pundits and analysts are predicting that JNI has a big impact on

2:06

productivity.

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And I think you can see we're potentially going to add trillions of dollars to

2:11

the global

2:12

economy.

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And I truly believe that this has potential because what truly makes this

2:17

transformative

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is because the previous waves of automation technology have mostly affected

2:22

physical work

2:23

activities, but JNI is likely to have really the biggest impact on knowledge

2:28

work.

2:28

So especially activities like decision making and collaboration because it can

2:32

predict patterns

2:34

and natural language and use it dynamically.

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So in the last year, I think, you know, the world in the industry was really

2:40

beginning

2:41

to imagine how JNI could transform businesses.

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And what we're seeing today is that transformation is underway.

2:46

So consistently, what we're seeing in hearing from customers and partners is

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that 2024 is

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shaping to be the year where companies are moving from experimentation and

2:56

proof of concepts

2:57

to production at scale.

2:59

So we're already seeing a lot of innovation, hundreds of technology and

3:02

services partners

3:03

have built solutions with our customers, either leveraging Google Cloud AI

3:07

technology or

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cloud infrastructure.

3:10

So things like foundation models and chatbots, intelligent assistants and

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others.

3:14

And across these different industries, we're seeing well-defined use cases

3:19

forming.

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So for example, in financial services, we're seeing things like fraud detection

3:24

, risk assessment

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and customer service.

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And as an example, Scotiabank is leveraging data for predictive offers.

3:30

So they're improving these customer interactions through AI and then unifying

3:34

the data silos

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across their organization.

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In retail and consumer packaged goods, there's a lot of focus on things like

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search and recommendation,

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how to improve customer support, how to optimize pricing.

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And so as an example, you'll see Home Depot has built an application called

3:51

Sidekick,

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which really helps store associates manage inventory and keeps the shelves

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stocked and

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they're using vision models to sort of drive these associates to prioritize

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what actions

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to take.

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In the digital enterprise space, not surprisingly, they're leveraging things

4:05

like AI assisted

4:06

software development, simplified DevOps, improving some of the back office

4:11

productivity.

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And so as an example, GitLab is using Google IJNA technology to automate code

4:16

reviews and

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improve developer productivity.

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In the median entertainment area, I think there are opportunities around

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content creation,

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personalization and ad optimization.

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And then the healthcare and medicine area, we're seeing JNAI being used for

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like disease

4:32

diagnosis, drug discovery and other areas.

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And as an example, Mayo Clinic, they're enabling JNAI-powered search to help

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clinicians find,

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understand and interpret information.

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So these are just a few examples, but you can see that JNAI has the potential

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just to unleash

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a lot of innovation, find new ways of working, amplify some of the existing

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systems and technologies

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and also transform enterprises across all of these different industry verticals

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So click ahead.

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So Vertex AI is our enterprise AI platform.

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So let me start at the bottom and work my way up.

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So it sits on a world class infrastructure and it's a unified platform that

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lets customers

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discover, customize, augment, deploy and manage JNAI models.

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So if you look, we have 130 models as part of our model garden, including the

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recently

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announced JNAI 1.5 Pro.

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We have leading partner models from anthropic, AI21 labs, cohere and many

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others and then

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also popular open source models, including JAMA, LAMA2 and NISTRO.

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And what Vertex AI does is allows you to tune the foundation models that you've

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chosen

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with your own data.

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And we have a variety of different techniques, including fine tuning,

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reinforcement learning

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with human feedback, distilling, supervise and adapter based tuning techniques.

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And of course, customers get far more from their models when they can augment

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and ground

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them with their own enterprise data.

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So Vertex AI helps you manage tooling for extensions, function calling,

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grounding and

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then once you have chosen the right model, it's been tuned, it's been grounded.

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Vertex AI can help you deploy, manage and monitor those models.

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And then finally at the top, you'll see that we have Vertex AI agent builder,

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which really

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brings together everything, the foundation models, Google search, other

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developer tooling

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and it really makes you easy to build and deploy agents and agents really are

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helping

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users achieve very specific goals.

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And they can understand these multimodal information, whether it's processing

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video,

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audio, text together, connecting it and rationalizing across different inputs.

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And they can learn over time and facilitate these transactions and business

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processes.

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And what we're seeing is that many organizations are building AI agents that

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serve customers,

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they support employees, they can help them create content, they can accelerate

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software

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development, they can unlock the potential with data and they can also improve

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our security

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posture and much, much more.

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So and of course at the very top here is potentially the most important part of

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this discussion,

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which is our ecosystem of partners.

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So click ahead.

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Now to adopt JNI broadly, I think customers really need not only enterprise

7:22

platform

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that provides a broadest set of end-to-end capabilities, but it's optimized for

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cost

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and performance.

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And it's an open platform.

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It really offers choice.

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So it's easy to integrate with existing systems.

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And of course it's supported by the broadest ecosystem of partners.

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And so what you see here is that we offer a choice, a first party and ext

7:41

ensible partner

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enable solutions at every layer of this AI stack and really provides a choice

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across infrastructure,

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models, data solutions, AI tooling and help customers really build those

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applications

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and create business value.

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So broadly speaking, our partners really have this tremendous opportunity to

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help customers

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transform this expansive open AI platform and we're really committed to

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supporting our

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partners at every layer of the stack.

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And of course we have a partner-led approach to services delivery.

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So again, let me start at the bottom and work my way up.

8:18

So I think at first if you look at the foundation models on Google Cloud, from

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the start we've

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really prioritized giving customers and partners access to a very broad set of

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curated AI models.

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And as I mentioned earlier, 130 foundation models, including our first party

8:32

models,

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open models and then popular third party models.

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In March we actually announced that anthropics latest, a large language models,

8:41

Cloud 3,

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SONIT and HIKU are now available both on model, garden and Google Cloud

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marketplace.

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So we're very committed to making it easy for developers to use Google Cloud

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infrastructure

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for training and inference.

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So we have a wide range of open models that can leverage as well.

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So in January we announced a partnership with HuggingFace which allows

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developers to quickly

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deploy hundreds of thousands of models through the HuggingFace platform on

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Google Cloud.

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Now if you move up and look at technology and platform partners, we give

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customers and

9:12

partners the freedom of choice of infrastructure they want to use the best

9:15

suits they need.

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So we have a selection of tens of processing units, we have NVIDIA GPUs, we

9:22

announced at

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next the TPU V5P which is our fastest powerful TPU to date.

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And we've expanded our partnerships with NVIDIA.

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In fact, we're going to be the first Cloud provider to make the Grace Blackwell

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platform

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available to our customers.

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And of course customers can also access the A3 mega instance which is powered

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by the NVIDIA

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H100 tensor core GPUs and has doubled the energetic bandwidth speed of the

9:45

normal A3 instances.

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Now of course if you go up, every AI project starts with getting a handle on

9:52

their data

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estates.

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So our customers and partners are certainly using BigQuery, the leading data

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warehouse

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service to build the underlying data infrastructure for AI implementation.

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But we also have a very open approach as well.

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So we can connect the third party data platforms with partners like Confluent

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and Databricks

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and Elastic, MongoDB and others.

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And customers or partners are also connecting their enterprise applications

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such as like

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Workday and Salesforce with Google databases like AlloyDB.

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So I think in short you can think of Vertex AI just really lets customers

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connect their

10:25

AI models to the data platform and databases as well as third party platforms

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ensuring that

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they're grounded and have the most relevant business data which of course

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delivers the

10:34

best results.

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Now moving up, if you look at developer tooling and applications, we want to be

10:42

the place

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to drive customers, partners and developers to build these AI models,

10:47

capabilities and

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applications.

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And so we've developed helping developers with JNI and we've introduced our

10:53

state of

10:53

the art models and incorporated into popular developer tools like Colabs, VS

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Code, JetBrains,

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Replits, Stack Overflow and others.

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And of course as you go up, it's not just about technology and tooling

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companies, we're

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also partnering with the market leading technology and ISV partners to embrace

11:11

Gemini models and

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bring it into the capabilities of the projects and services.

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So companies like Salesforce and Workday and Canva and UKG, OpenText, HubSpot,

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these partners

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are using our GNI capabilities to launch important customer facing workflows

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like summarizing

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documents, building job descriptions from scratch, helping legal teams parse

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through

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contractual languages and of course the cybersecurity and data analytics side

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and DevOps as well.

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Partners are incorporating even more AI powered capabilities into the products.

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So companies like Palo Alto Networks and CrowdStrike and Exibim and Optiv and

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Altirix and Dynatrace,

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are launching new features built with Google Cloud AI to help their customers

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drive more

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value from business data, improve the productivity of anyone who works with

12:04

data and of course

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automate workflows, support data governance, create better capabilities around

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observability

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and manage data around these critical applications.

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And then at the very top, as I mentioned before, we're a partner led services

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and delivery

12:21

company which means that the vast majority of our customers are going to be

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working with

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expert partners to implement our AI services.

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And so I think this unique approach really allows us to scale this AI

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opportunity to

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thousands of experts and services and delivery providers around the world.

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So we'll continue to provide customers with that expert capacity.

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They need to execute on their AI driven transformation.

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One of the things we did introduce at Next was we launched a GNAI services

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specialization

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for partners who demonstrate the highest level of technical proficiency with

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Google Cloud

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GNAI.

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So this specialization is going to unlock access to our products, has

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additional funding for

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GNAI assessment work, can increase access to AI resources and partner marketing

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funds

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and more.

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The initial group of partners who have achieved this level of specialization

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include companies

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like Accenture, Capgemini, Cognizant, Deloitte, Quantify, Sears, TCS, Whitpro

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and others as

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well.

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So just to give you a sense of the momentum we're seeing with the ecosystem,

13:32

here are

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some interesting metrics.

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So more than 60% of funded GNAI startups and nearly 90% of GNAI unicorns are

13:40

Google Cloud

13:41

customers.

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And if you look at our developers, today we've helped more than a million

13:47

developers get

13:47

started with GNAI and our GNAI trainings have been taking millions of times.

13:53

And it's amazing when you look back, this past year as I mentioned before, how

13:57

quickly

13:57

our customers have moved from experimentation to actually implementing AI tools

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and launching

14:03

these early stage products.

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And then the last metric, if you look at our services partners, they've taken

14:09

more than

14:10

a half million GNAI courses to support customers.

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And if you look at our global system integrators and global consulting partners

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alone, they've

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committed to train more than 200,000 experts on our GNAI solution.

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So companies such as Accenture, Capgemini, Cognizant, Deloitte, HCL, Tech, KPMG

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, Kindrol,

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McKinsey, PwC and others.

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So let me talk a little bit about marketplace.

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So Google Cloud Marketplace and the business momentum we're seeing, both in

14:44

terms of the

14:45

gross transaction value, our co-so activities and the partner velocity.

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So a few notable metrics on the left.

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Our third party gross transaction value, more than doubled last year.

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If you look at over 2022 to 2023, the number of partners actively transacting

15:03

on Google

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Cloud Marketplace more than doubled in the past two years.

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And then last year, we added hundreds of new partners and new solution listings

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And I think the significantly increases our selection and scale.

15:15

In fact, if you look at the third party listings on Google Cloud Marketplace,

15:18

that nearly doubled

15:20

in the past two years.

15:21

So I believe collectively, if you look at these metrics on the left-hand side,

15:25

this

15:26

likely makes Google Cloud the fastest growing cloud marketplace among the

15:30

hyperscalers.

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Now on the right-hand side, of course, we've talked about how partners gain a

15:35

very efficient

15:36

route to market.

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Ultimately, they want to sell where the buyers are buying, which is

15:40

increasingly marketplace.

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So we conducted a survey with our top ISV partners last year.

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And they're seeing significant benefits in terms of selling through marketplace

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versus

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traditional sales channels.

15:52

So just share a couple of the findings here.

15:54

So first, 42% acceleration in deal cycle time.

15:57

And I think that's primarily driven by standardized agreements, simplified

16:01

negotiations,

16:01

and enabled customers to procure without engaging in some of the lengthy

16:04

procurement

16:05

vendor review cycle times.

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They're seeing a 35% increase in win rate.

16:09

And I think this is primarily driven by our strong co-selling engagement we

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have with our

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partners, but also they have access to the customer committed cloud spend.

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And many customers see that these packaged third party solutions are the

16:21

fastest way

16:22

to consume GCP.

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And then lastly, a 32% increase in deal cycle time.

16:28

So private offers, of course, is driving a big part of that growth, moving that

16:32

direct

16:32

sales led motion online.

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And we're consistently seeing deals, total contract value of millions and tens

16:38

of millions

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of dollars.

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And in fact, if you look, we've actually had multiple nine figure deals, again,

16:44

total

16:44

contract value transacted in marketplace.

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So you can see the deals are just continue to grow.

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So I think we all know that marketplace is becoming mainstream.

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So at minimum, it needs to be a strong component of any SAS go to market

16:57

playbook, but it's

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quickly becoming that channel for selling software.

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And I see one of our top tier partners, they're driving 50, 70% of their GCP

17:06

business to marketplace.

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So now let's dive into a couple of areas of cloud go to market where I think G

17:14

NAI will

17:15

help, we'll make this evolve quite a bit.

17:18

So I think last year, we launched a new GNAI category on Google Cloud

17:23

marketplace.

17:24

So this gives our customers a very seamless experience in terms of being able

17:29

to find,

17:30

buy, use all the different GNAI offerings from companies like Meta and Vidya,

17:35

Cohere,

17:36

AI 21 Labs, Typeface, Mishkel, Able, GLEEN, Gerato and many others.

17:42

And we have a very robust solution validation process that enables us to

17:46

surface the security

17:47

and such a solution.

17:48

So we knew this was just the beginning, because when you think about the

17:52

opportunity, when

17:53

you combine ML models, data assets, AI frameworks, it's unlocking a tremendous

18:00

amount of innovation

18:02

and monetization opportunities, because many customers want to use and/or ret

18:06

rain models

18:07

with their own data, their own corpus of data, but also data they may actually

18:10

procure

18:10

or subscribe from third party providers.

18:14

And then many app developers want to use data sets and they want to build

18:18

enhanced data

18:18

services powered by these AI models.

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So the opportunity I see is that Google working very closely with our partners

18:26

have this leverage

18:28

the combination of commerce provided by marketplace, big query powered data

18:35

analytics and then

18:36

vertex support for prediction inference.

18:39

And collectively, we have the ability to accelerate the monetization of all

18:44

these AI and data

18:45

assets and services for partners and really establish Google Cloud as that

18:50

preferred provider

18:51

of AI and data solutions.

18:53

And at the heart of this, we will establish marketplace as the primary platform

18:58

for onboarding,

18:59

publishing, contracting all of our ecosystem AI and data offering.

19:04

So data providers are integrating into BigQuery and data provisioning and

19:09

access is being

19:10

handled with analytics hub.

19:12

We have a pretty thriving data ecosystem, 3,500 plus listings.

19:18

We have 350 petabytes of data shared per week.

19:21

It's a combination of public data sets, free data sets from Google, commercial

19:26

data sets

19:27

from companies like Dunne and Bradstreet, Axiom, Zoom Info, CoreLogic, and then

19:32

we have a number

19:33

of SaaS applications in areas like retail, marketing, manufacturing, supply

19:38

chain, sustainability

19:39

and others.

19:41

And of course, with Model Garden, that will continue to be the platform

19:45

experience for

19:46

app developers and data science to discover and use and manage ML models, which

19:51

is in

19:51

context, but in terms of commercialization and transactional capabilities,

19:55

marketplace

19:56

will be the place.

19:57

And so, marketplace is really going to provide this consolidated catalog of all

20:02

AI and data

20:03

ecosystem listings, which will include first party, third party, open source

20:07

models.

20:08

And it really becomes that single location for partners to onboard on to Google

20:12

Cloud

20:12

and allow customers to discover, browse and buy all the Google Cloud ecosystem

20:17

AI solution.

20:18

And for both third party, commercial models, as well as open source models, we

20:22

're going

20:22

to enable the full procurement lifecycle on marketplace.

20:27

So it's partner onboarding, it's search, it's discover, it's procurer, it's

20:31

deploy, it's

20:32

govern, it's manage.

20:33

And we're really going to provide a range of deployment options.

20:36

So partner can choose SaaS where they manage the infrastructure themselves, or

20:41

they can

20:41

choose Vertex AI where Google manages both the model and the infrastructure, or

20:46

for those

20:46

who want really the maximum control and customization, they can also leverage G

20:50

KE, Kubernetes engine,

20:52

where the partners can manage the infrastructure to their preferences.

20:55

And of course, with Vertex AI, partners, the model weight protection, so that

21:01

ensures

21:02

the security of the IP.

21:04

And then customers are more confident because they can use the models knowing

21:07

that their

21:07

query and grounding data does not go back into the partner models.

21:11

So as I mentioned before, anthropic Cloud 3, haiku, sonnet, opus, they're all

21:15

listed

21:16

on marketplace.

21:17

We have commercial data sets available from Dunne Bradstreet, Weather Source,

21:22

IP info,

21:23

true elements and more, and you'll see a lot more of these listing and

21:26

solutions coming

21:27

online.

21:28

So very exciting area.

21:29

All right, let me shift to one other area is around partner networks.

21:36

And when we think about it, taking a step back, I think when you think about

21:40

our buyers,

21:40

they're very digitally savvy.

21:43

That's why a lot of these transactions are moving online to marketplace.

21:46

They're consumer-like, they have different buying behaviors, and they're

21:50

supported by

21:51

many different partners as part of the customer journeys, right?

21:54

Which is their partners that they trust and it helps reduce some of the

21:57

friction in the

21:58

buying process.

21:59

So the other really exciting area is really enabling all partner types to

22:05

participate in

22:07

marketplace value creation and delivery.

22:09

So even those that are more focused on selling services, because I think the

22:13

opportunity here

22:14

is the role of marketplace is going to really be the orchestrator aligning the

22:19

customer's

22:20

preference for more integrated solutions.

22:22

And you can simplify some of these complex transactions by bringing a more

22:27

diverse array

22:28

of products and services together under a single umbrella.

22:31

Now the concept of partner networks to drive customer business outcomes is not

22:36

necessarily

22:37

new.

22:38

But I think what makes this exciting is that cloud marketplace is really that

22:42

connective

22:42

tissue for the broader ecosystem.

22:45

Because historically, if you think about partner networks, they've kind of c

22:48

atered to very specific

22:49

partner business models like a channel partner or an ISV.

22:53

They have different partner management.

22:54

They have different differentiation.

22:56

They have different Co-Cell motions.

22:57

They have different incentives.

22:58

And I think cloud marketplace can really become that central mechanism to

23:02

really connect

23:03

both the channel partners and the ISV and the services partners to facilitate

23:08

this Co-Cell

23:09

at scale.

23:10

So think about marketplaces.

23:12

It's not only just bringing sellers and buyers, but it's also bringing the

23:15

different partner

23:16

types together to collaborate.

23:18

And so we're enabling a lot of these different partners and partner types.

23:22

So it's certainly data providers and resellers and AI foundational model

23:27

providers, distributors,

23:28

specialized SIs, multinational service providers, MSPs and much, much more.

23:34

And I think it's going to play this critical role marketplace where we shift

23:37

from selling

23:38

products to selling customer outcomes and solutions.

23:43

And we're going to enable deals with multiple ISVs, ISV plus a service provider

23:48

, create these

23:49

bundle service offerings through marketplace.

23:51

So one of the areas I want to just highlight is where this is a good example is

23:58

industry

23:59

value network.

24:00

So industry value networks really combine expertise and offerings from the

24:04

system integrators,

24:05

the ISV, the content providers, a domain or industry specific AI models to

24:10

create a very

24:10

comprehensive, differentiated, repeatable and high value solution.

24:16

And it minimizes the need for clients to build bespoke solutions and creates

24:20

and addresses

24:21

some of these common challenges.

24:22

So just to give a couple of examples, quantifying on Cork, for example, they

24:26

have an AI led underwriting

24:27

platform.

24:28

You know, quote divine offers a very seamless underwriting experience with

24:32

reduced effort

24:33

and high extraction accuracy.

24:36

We have a publ assist and safe and working with live ramp, litics, bloom reach,

24:40

growth

24:40

loop and centralized retail media network planning to allow brands to activate

24:45

audience in a

24:45

very private, you know, privacy safe manner.

24:48

So it's a fast moving space and you can see the potential here in terms of

24:52

collaboration

24:53

and monetization.

24:54

So I know I went through this content fairly quickly, but you know, hopefully

24:58

this overview

24:59

was helpful.

25:01

I don't think we have any time for Q&A, but I have my Google colleagues.

25:03

Hopefully they answered most of these questions along the way, but you can see

25:07

there's a lot

25:07

of momentum, a lot of platform investments.

25:10

And as I mentioned, 2024 is shaping to be the year where companies are moving

25:14

from experimentation

25:15

and proof of concept to production at scale.

25:18

So my team is here to support you.

25:20

And really incredibly exciting time.

25:23

I look forward to building this joint business together.

25:25

Thank you.

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You

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