Brief

Apple buys AI company Lattice Data

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Dive Brief:

Dive Insight:

Even though Apple is playing coy about how it intends to incorporate Lattice Data’s technology the acquisition is interesting because the firm’s tech is so specialized. The company was founded as the commercialization of DeepDive, a system created at Stanford to extract value from dark data. It’s estimated that 70% to 80% of digital data is unstructured and considered “dark.” Lattice Data’s tech turns that unstructured data into a more usable form through automated organization. It is possible Apple will use these capabilities to enhance its own internal business practices or that it is looking at ways to help marketers leverage dark data. 

AI technology is a major area of investment and research for tech giants including Google, Facebook, Amazon, IBM, Salesforce and others. AI is driving a wide variety of different products and services ranging from voice-controlled digital assistants like Amazon’s Alexa, Google Assistant and Apple’s Siri, to automated data categorizing for marketing personalization and predictive analytics for campaign planning.

Filed Under: Mobile marketing trends Tech and platform developments
Top image credit: Flickr user bizmark