GermanyHealthcare and life sciences2026 – ongoingMerck Life Science
Similar-product comparison grid and product recommendations for its online store
Merck Life Science's similar-product grid, built in Vertex AI, raised traffic to its product-comparison pages by 400%
Problem
Merck Life Science sold hundreds of thousands of diverse products online, and customers found it hard to tell similar products apart. They had to jump from one product page to the next to compare them.
Approach
The data science team combined Google Analytics and ERP data in BigQuery and used Vertex AI to build recommendation models, including buy-it-again and personalized models. It also used algorithms to build a grid that highlights the key differences between similar products. Customers who need more detail are sent on to the comparison pages.
Results
Takeaway
A grid that shows differences at a glance sent more customers to the detailed comparison pages instead of replacing them.
Categories
- Size
- Large enterprise
- Industry
- Healthcare and life sciences
- Business function
- Marketing and sales
- Innovation type
- Product and service innovation
- AI technology
- Recommendation and personalization
- Adoption
- Built in-house
- Evidence
- Vendor case study
Sources
Source summaries
Google Cloud's customer story describes how Merck Life Science built product recommendation models and a similar-product comparison grid with Vertex AI. It reports that traffic to the comparison pages rose by 400%. The page carries no date; the Internet Archive first saved it on April 22, 2026.
Full details are in the original sources.
