After the company joined the Google for Startups Cloud Program, one of the first things that changed was the simulation time. In order to replace the complex math simulations, which were not scalable for real-world scenarios, and to provide a high quality solution, independent of device and audio format, Sound Particles turned to AI. By leveraging Google Cloud's infrastructure, the creation of a dataset decreased from 100 hours to just two seconds.

“But it's not only the technical side. The most important thing is that every time I talk to someone at Google Cloud, they are really rooting for the success of the company,” says Nuno Fonseca, CEO & Founder of Sound Particles. Despite the solution’s specific design and tuning requirements, Google Cloud's senior engineers collaborated closely with the Sound Particles team throughout the development process. Additionally, Google Cloud's business professionals played a key role in shaping the market and business aspects of the solution, enabling them to connect with potential major customers. “Without the Google for Startups Cloud Program, all this research would not have been possible. All the training, support capabilities, and networking offered were a fundamental force to develop this unique deep-tech solution,” continues Fonseca. 

While the solution is still in the go-to-market phase (it’s not available to the public yet), the feedback so far has been outstandingly positive. Beyond outperforming competitors, this AI-powered personalized binaural solution significantly enhances the user audio experience, driving increased engagement with entertainment. Additionally, it empowers users of all digital proficiency levels to be able to take their smartphones and personalize their audio experience, obtaining the best 3D sound over headphones with ease. And most importantly: as Sound Particles aims to provide a binaural solution accessible to everyone worldwide, regardless of headphone model or audio format, affordability is crucial. By using Google Cloud, the Portuguese startup reduced costs compared to maintaining an in-house infrastructure.

Furthermore, in a fast-paced world where every microsecond matters and demand for immersive and interactive experiences grows, maintaining a seamless workflow and fast response times are essential for delivering exceptional customer experiences. Scalability and reliability are therefore paramount for this 3D personalized audio solution. With Google Cloud’s infrastructure, Sound Particle’s solution can handle increased user demand without compromising performance, ensuring it remains at the forefront of entertainment. As Fonseca explains, "Sound Particles is building a future-proof, scalable solution capable of supporting millions of users. With Google Cloud, we're confident that our binaural audio technology can be deployed across major streaming platforms and beyond.”

What began as a 2019 initiative centered around Google Workspace Suite has now evolved into a more ambitious undertaking: leveraging Google Cloud technology to solve complex problems. By overcoming these challenges, Sound Particles is now ready to release a solution that will empower users across diverse sectors, from streaming giants to gaming platforms, to transform ordinary headphones into immersive 3D audio portals.