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The Silicon Review Asia

INFI revolutionizes human-machine interaction by translating individual personalities into code

The Silicon Review
December, 2019


“With INFI, companies gain a comprehensive customer UNDERSTANDING in the digital sphere.”

Founded 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

Q. 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.

Q. 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.

Q. “Earning trust and loyalty of consumers all around the world is through consistent focus on delivering high quality in all of our actions,” how do you interpret this statement?

INFI’s methodologies are innovative and have never been done before. INFI offers its customers with a sophisticated solution that enriches the way brands ‘welcome’ their clients within their platforms, adding a brand new capability–A personal human touch that is now altering the equation to a point where services on digital platforms will provide us a realistic experience of being assisted by a human as if they were standing right next to us. The essence of INFI’s added value is creating an individualized based roadmap leading to a meeting point where reality and the digital spheres become one only to create a natural, flowing experience to each and every one of us.

Q. Between ever-increasing market sophistication, needs, and diversified customer base, many business and IT leaders don’t know what they really have—even when they think they do. How do you manage to resist/serve the needs of a highly volatile market?

INFI understood that to be able to provide a real and valuable understanding of individuals it needs to revise the way AI and applied mathematics analyze and react to our behavior on digital platforms. Whereas AI segmentation is based on users’ segmentations and statistical analysis, INFI focuses on the individual’s personality, while maintaining full privacy of the individual. It allows companies to improve their service and sales processes as they launch custom user journeys. We enable leaders to elevate the way they interact with customers and highly impact on the ability to maximize customer lifetime value and level of satisfaction.

Q. What do you feel are the reasons behind your company’s growth?

We are building INFI strategically to grow globally with powerful investors, partnerships and clients, that share our vision. I am proud to say that I am leading the company together with our strong and unique management towards making an incredible impact. I strongly believe that all of us, united, will make a positive impact on the lives of many and create a better world for the next generations.

INFI’s will impact on our daily lives, as individuals as well as communities, by launching an empathic AI approach that improves our lives in every aspect. From being able to conduct ourselves better financially, all the way to improving our health, wellness and even education.

INFI generates a win-win situation where both individuals and businesses, will be able to optimize their performances side by side.

In Finance, financial officers offering a loan or issuing credit card to an individual without having any credit history available, used to be a daunting task for lenders. With nearly 4B people in the world without access to credit facilities, our personality-based risk assessment establishes a new baseline and helps lenders approve or decline a credit line request, allowing them to provide loans for credible people lacking any credit history. This invaluable data can be used for capturing the true business potential, while reducing rejection rates that may be as high as 85%.

In e-commerce, we can provide insights and action able recommendations to sellers that empower the creation of custom buying journeys. Customers will now only get what they want and need, increasing conversion rates from current 2-5%while dramatically reducing spamming.

In Healthcare, a personalized Pocket Doctor, powered by INFI, will help guide patients, on how to treat illnesses and suggest illness specific wellness programs tailored to each patient’s makeup when needed, ensuring they are fully being taken care of. INFI’s proactive and reactive applications are able to approach in a personalized manner each and every patient and provide them with the motivation to adhere to a doctor’s patient specific treatment recommendations. This With so much promise behind this, INFI is destined to revolutionize the entire medical system. Saving lives, improving the patient’s quality of life and their surroundings, providing real-time support, reducing loss of precious time and costs to the healthcare system, allowing medical service providers to manage their resources effectively.

The INFI era is about to start. These are fascinating times for INFI, and we believe that the same goes for humanity as well.

Q. As a question on sustainability, where do you see your company a couple of years from now?

In the past year we have partnered with leading companies around the world with the goal of establishing a footprint across Finance, E-commerce, HR and Healthcare verticals. With 100+ employees today, we expect to double over the next year. As we enter new markets around the world both organically and via strategic partnerships in the UK, USA, India, HK and APAC, Turkey and LATAM, we are seeking to form more partnership opportunities to meet our growth targets.

INFI has recently started launching its go-to-market strategy, and we are now in the midst of securing a Round D investment at a valuation of $3B with the goal of going public in approximately two years.]

“INFI brings the human touch into the digital world.”


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