30 Fastest Growing Companies in Asia 2019 30 Fastest Growing Companies in Asia 2019 | Page 46

INFI
revolutionizes
human-
machine
interaction
by translating
individual
personalities
into code
“With INFI, companies gain
a comprehensive customer
UNDERSTANDING in the
digital sphere.”
F
ounded in 2013, INFI is a leading
global AI company, headquartered
in Tel Aviv, who’s pioneering
EmpathAI™ technology, is revolutionizing
how companies understand captivate
audiences. Developed by world-class
experts in psychology, AI, data mining and
machine learning, EmpathAI™ combines
intricate psychological models with
proprietary algorithms aimed at instantly
producing comprehensive insights from
personality traits, attitudes, and behavior
of any user, employee or customer.
INFI provides companies with the
means to understand their end-users in
person, across digital channels, changing
the way companies interact with their
customers. No more one size fits all. Now
it is all about creating personality-based
messaging.
With EmpathAI™, companies can
understand an individual’s needs, wishes
and motivations to build empathetic
relationships by tailoring every
interaction to a specific person.
EmpathAI™ adds value to human-
machine interactions in almost any
industry and has set its initial strategic
focus on Finance, Healthcare E-Commerce
and HR verticals.
In conversation with Yoram
Kraus CEO and Founder of
INFI
Yoram Kraus, Founder & CEO
“INFI brings the
human touch
into the digital
world.”
Can you tell us about your
company in a nutshell?
INFI has developed a set of algorithms
that can reflect an individual’s personality
in the digital world. This enables us to
reflect preferences and desires within
minutes across digital and physical
platforms, which when converted
to real data allows our customers to
gain an ongoing understanding of
the personalities and motivations of
their customers and patients, utilized
to improve business performance
and customer/patient interaction.
INFI’s offering is a ‘game-changer’—
empowering companies with the
means to custom their services and
product offering. As of today, through its
partnerships with market leaders across
verticals, INFI is deploying its technology
worldwide.
What challenges did you face in
your initial years? What can your
peers learn from it?
As a market pioneer, INFI was challenged
by the need to educate the market and
showcase the significant value derived
from the understanding of individual’s
personality, beyond past behavior and
demographics, across digital platforms. At
a certain inflection point in our company
evolution, as we have become a known
leader in our space, we realized that, we
need to shift our efforts from market
education to customer onboarding
and implementation of EmpathAI™
worldwide.
Since we offer added value in endless
scenarios involving human-machine
interaction, we had to gradually develop
our business and offering focus and
came up with a strategy that is tuned to
customers, geos and use cases in which
our technology makes a substantial
impact.
One of the biggest challenges of AI
companies today is to teach the machine
on how to extract insights from big data
so that they can provide better services
to their users. Recent machine-learning
methods group individuals by market
segments and ‘tribes’, which provide an
understanding of WHAT certain groups of
people might need, based on past actions
and behavioral patterns. However, these
tools have reached a glass ceiling since
the implemented methodology is missing
the understanding of WHY an individual
acts in a certain way. With INFI’s
proprietary algorithms, we were able
to break the code of the missing piece
by implementing another dimension of
personality understanding which makes
all the difference.