Jorne Korzelius – Fitbit (part of Google)

Innovation and Brand Growth are key elements in the rapidly evolving world of technology and consumer electronics. Fitbit, now a part of Google, has been at the forefront of innovation in the wearable technology sector. In this interview, we delve into a discussion with Jorne Korzelius, who leads marketing for Fitbit in Northern Europe at Google. We explore the integration of Fitbit into Google, the future of Pixel and other products, the role of innovation for brand growth, and the impact of AI  on the tech industry.

As Fitbit continues to work on further seamless integration within Google’s ecosystem, it’s evident that this transition will foster closer collaboration and enhance synergies. ”My current role at Google involves marketing for Fitbit across Northern Europe, covering France, Benelux, and Nordics. With the acquisition of Fitbit by Google, we are gradually integrating into Google’s marketing team focused on devices and services. This transition is a significant shift, as it concerns the inclusion of Fitbit into the Pixel ecosystem.” shares Jorne.

A GLIMPSE INTO THE FUTURE OF GOOGLE PIXEL 

When discussing the success and growth of Pixel (portable consumer electronic devices) in the coming years and how Fitbit’s role within the Pixel ecosystem will progress, Jorne emphasized that the realm of mobile hardware has witnessed significant evolution. Not only in terms of traditional hardware upgrades like cameras and processors but also in software innovations.

”The key to Pixel’s growth lies in leveraging these software advancements, particularly in AI and applications.”

”Pixel aims to redefine how users interact with technology, incorporating groundbreaking features like Magic Editor and Best Take, where users can edit and modify photos without having to take the perfect shot. This kind of innovation, rooted in AI and software capabilities, ensures that Pixel remains at the forefront of the smartphone market, continually enhancing the user experience,” Jorne explains.

Delving into how Fitbit will remain an integral part of the health aspect within the Pixel ecosystem, Fitbit’s technology and expertise, especially in health and wearables, are vital components. Jorne shares: ”Fitbit’s expertise and technology in the health and wearables domain have played a pivotal role in the innovations of the newly launched Pixel Watch 2.

When it comes to health and fitness features, the Pixel Watch 2 offers all the health functionalities you would expect from a smartwatch like precise heart rate monitoring, ECG tracking, detailed sleep insights, and comprehensive fitness metrics, powered by Fitbit. The integration between the Pixel Watch 2, the newly designed Fitbit app and the full Pixel eco-system enhances the health and well-being features of users and is a remarkable innovation that will foster growth on a long-term scale.

”Innovation rooted in AI and software capabilities ensures that Pixel remains at the forefront of the smartphone market, continually enhancing the user experience.”

NURTURING INNOVATION AT GOOGLE 

Jorne noted that Google encourages a culture where individuals or teams are empowered to identify and solve user problems. Central to this process is deeply understanding the issues and leveraging data-driven insights to formulate effective solutions.

”In a company as vast as Google, where myriad innovations happen simultaneously, maintaining coherence and avoiding fragmentation is crucial. To address this, Google focuses on the internal sharing of knowledge and building bridges between various branches of the company. We have an internal system that facilitates easy access to information, allowing employees to stay informed and engaged with emerging technologies and initiatives,” Jorne illustrates.

However, the importance of ensuring that innovations make a meaningful impact is essential. Jorne notes: ”At Google, innovation isn’t merely about creating novel solutions; it’s about using these innovations to build a more helpful Google for everyone. The integration of Fitbit into Google aligns with this vision, offering the potential to positively impact health and wellness for people around the world.”

”The importance of ensuring that innovations make a meaningful impact is essential and at Google, innovation is about building a more helpful Google for everyone.”

PIXEL WATCH AND AI: A LEAP IN HEART RATE MEASUREMENT 

Shedding light on a remarkable innovation involving the heart rate tracking of Pixel Watch 2— Jorne discusses the development of an algorithm for heart rate measurement, showcasing the convergence of experience and AI.

With over a decade of Fitbit experience in this area, Google leveraged AI to create this algorithm that surpassed previous efforts within a short period of time. The success of this endeavour highlights the potential of AI in revolutionizing healthcare technologies and expediting progress in the field.

”It’s inspiring to see how the combination of the experience that Fitbit has built up, the tools & technology that Google has and the possibilities that AI offers can solve problems that previously took years or even longer to do. This shows that it’s not just nice-to-have features on a product, but that immense innovations can happen in the field of health,” expresses Jorne.

FITBIT’S PROACTIVE APPROACH TO PREVENTING HEART FAILURES

An intriguing facet of innovation is the integration of data and insights into the decision-making process, therefore the importance of leveraging data and collaborations to drive innovations plays a significant role.

”One great example of health innovation is the collaborative effort with Haga Hospital, where Fitbit and Google Cloud played a pivotal role. By focusing on 100 individuals, who had been identified as at risk of arrhythmias and heart failure, the study combined advancements in Fitbit’s activity and health trackers with Google Cloud’s infrastructure and AI and data analytics tools.

Participants were given a Fitbit Charge 5 to wear at home after an initial consultation and Haga’s physicians and data scientists monitored their activity and used AI/ML to discover patterns associated with certain heart conditions. The ultimate goal was to take a more proactive rather than reactive approach to cardiology, in turn, improving care pathways, reducing the influx of hospitalized patients, reducing hospital costs and increasing the overall health of society,” Jorne shares.

GOOGLE ADOPTING THE “BIG BETS” APPROACH AND EMBRACING FAILURE

Jorne highlights the significance of embracing failure as an intrinsic part of innovation. He emphasizes that not all endeavours will succeed, but the key is to learn from each attempt. ”Google adopts a ’big bets’ approach, acknowledging that some projects may not succeed. However, it’s the successes that stem from these attempts that drive innovation and progress. The philosophy is centred around trying, learning, and building on acquired knowledge, irrespective of the outcome,” Jorne explains.

However, in the realm of technology, it’s easy to be carried away by the allure of innovation. Jorne emphasizes the significance of a consumer-centric approach, ensuring that good innovations also cater to the needs and preferences of users. ”Google’s commitment to measuring the success of innovations from the user’s perspective and utilizing data as a critical tool for evaluation is leading. This approach facilitates the continuous improvement and optimization of our products and services,” he shares.

”The philosophy of trying out new innovations is centred around trying, learning and building on acquired knowledge, irrespective of the outcome. However, our commitment to measuring the success of innovations from the user’s perspective and utilizing data as a critical tool for evaluation is leading.”

THE UNLEASHED POTENTIAL OF AI IN MARKETING 

The fascinating realm of AI will not only be focused on the health aspect within Google but it has a vast potential to revolutionize marketing. ”I believe the impact of AI extends beyond improving productivity. AI has also provided exciting tools and applications, often unseen by the public, which can significantly enhance the efficiency and effectiveness of marketing strategies,” Jorne explains.

One notable application of AI mentioned is the use of large language models like Bard for text generation. This technology has found its way into everyday tasks, such as drafting emails and creating presentations, making these processes significantly more efficient.

AI can drastically reduce the time spent on mundane tasks, allowing individuals to focus on more strategic and impactful aspects of the work. ”I see a need for marketers to explore AI’s potential and continually seek ways to integrate it into their campaigns and marketing processes.”

AI IMPLEMENTATION REQUIRES RESPONSIBILITY 

Jorne underscored the importance of responsible implementation of AI, citing the rapidly advancing technology landscape and the accompanying opportunities and threats. ”Sundar (Sundar Pichai, CEO of Google) plays a crucial role in steering conversations about responsible AI use.

The need for proactive efforts from companies and governments to harness the benefits of AI while ensuring safety is essential. At Google, we take this responsibility seriously and actively collaborate with external stakeholders to navigate this evolving landscape,” Jorne shares.