Let’s start with an explanation. What is Semantic AI?
Sinan: Semantic AI is our advanced text analytics capabilities. Semantic AI deals with the what and the how of the consumer conversation. With Entities, we are surfacing new, emerging themes entering the conversation, such as people, organizations, products, locations, and more. With Text Analytics, we’re concerned with how people are naturally discussing these conversational themes. For example, the descriptions, expressions, nouns, verbs, adjectives, etc., that define and drive consumer conversation. Above all, we’re excited about these developments because it allows our customers to spot unique insights (emerging conversation subjects) and specific insights that look at consumer language (how consumers discuss those subjects).
Why did the Product team choose to build these capabilities?
Sinan: When people (consumers) speak online, they seek not only to be heard but to be understood. When there are millions of voices, how do we avoid distilling them to mere numbers? How do we understand them intelligently and humanely? Likewise, Brands, our customers, are looking to us for consumer behavior shifts and more specific and actionable insights.
Our fundamental belief is this – If brands (our customers) can understand the content and the user behavior at a deep, semantic level, they can deliver more relevant content and products, thereby creating richer experiences for consumers.
For the technical novices out there, can you explain how it all works?
Ferdinand: Natural Language Processing (NLP) – a subfield of Artificial Intelligence – powers our semantic analysis capabilities. NLP helps machines understand human language, which is quite complicated. NLP studies the structure and rules of language and creates intelligent systems capable of deriving meaning from text and speech.
Named entity recognition is an essential NLP task that allows us to spot the main entities in a text. It locates and classifies named entities mentioned in unstructured text into predefined categories like organizations, people, products, facilities, countries &cities, identity groups, and events.
Parts-Of-Speech is the process of marking up a word in a text as corresponding to a particular grammatical element. Examples include verbs, adverbs, nouns, numbers, particles, pronouns, interactions, etc.