Techsauce recently received a unique look into OpenDNA's work within AI with Ben Backx, head of products in Singapore.

OpenDNA is an Artificial Intelligence system using multiple different layers. Combining Machine Learning, Neural Networks and Natural Language Processing to build detailed psychographic and behavioural maps on users.

This innovative company is making way for the implementation of digital footprint tracking to become a reality. This will generate a personalised user experience which will become an imperative process for businesses as we move forward into an AI driven world.

Can you give us some more information on psychographic profiles and what they entail?

A psychographic profile is made up of several different components. A person's values or interests and what makes them who they are. What our technology does is detect how a user is affected when different situations occur. If we take a content publisher, for example, we factor in what the user likes to read in terms of content at a particular place, while factoring in other contributing elements such as where they are at that time, Location, health, financial status and social status. etc, People tend to buy what their friends buy. The personality aspect of things is in relation to personal aspects such as extrovert versus introvert, ambitious, analytical or logical. All these elements contribute to the what a person will want to read.

If we take a content publisher, for example, we factor in what the user likes to read in terms of content at a particular place, while factoring in other contributing elements such as where they are at that time, Location, health, financial status and social status. People tend to buy what their friends buy. The personality aspect of things is in relation to behavioural aspects such as extrovert versus introvert, ambitious, analytical or logical. All these elements contribute to the what a person will want to read.

What we do at OpenDNA is look at a digital users footprint, what you do on the internet. It's a digital truth to build this profile. Technology allows us to look at a user's digital footprint - a digital truth to build their personal profile.

How long does it take for the AI technology to collect the psychographic profile and an individual's personal profile of interests and personality?

It all depends on how much interaction they have with something. In terms of Facebook likes or even your mobile can detect this information. We try and compare it to our recommendations engine, with people who you know already and can give an example of what you might like based on how well they know you. The AI machine can go off of data similar to facebook likes for accuracy. In order for our machine to be accurate, and know you as well as your best friend, or husband/wife it would require the equivalent of 100 - 200 facebook likes for generating useful data in order to create a profile that is as accurate as the people who know you best in your life.

It seems like you have to use a lot of Data. Is it AI that deals and processes this data?

There are a number of factors such as a natural language. using the content creator, for example, we need AI to examine the articles you are reading. AI can churn through tons of articles quickly and detect the content as well in order to give us an accurate profile. AI can also help with image reconnection. So it can detect how a person reacts to an image.

The final part of the machine learning is improving the algorithm in order to get an accurate reading and process the information correctly. If the machine does a bad job then it needs to go back and sort it out in order for the accuracy to be improved time and time again.

You have access to a lot of individual's private information. What sort of privacy laws or issues do you face?

Our unique selling proposition is that we actually give the data back to the user. We make sure that the user is educated in the processes that are used in the background. If we use the example of the content creator. We can create a data screen where we can link the user to relevant articles by saying we believe you are interested in Artifical Intelligence, do you agree or disagree. The user can then decide if they want to keep this on their personal screen or not.

In the future, a lot of businesses will have to give over data to the user about the user in order to create a more interactive and personalised experience.

Our technology is created with that legislation in mind. This will encourage and build trust as people are becoming more distrustful of companies. This will encourage users to get involved in the process. Our main focus is to educate our user and make sure that they are familiar with the process, and ensure that they understand the security and the personalisation of the data and its profiles.

What do you think will happen in the next 5 years in terms of AI?

We are aiming for hyper-personalisation. The recent advancement of cloud computing we are now in a position where we truly enable this service. Its all about creating an environment where its tailor-made for the individual user. I can see us making serious inroads into that by having a way that each app recognises us as individuals.

The overall way to look at AI in the future is that it's like having a personal concierge that follows you everywhere, telling the stores and businesses the things you like making it a more independent and user-friendly experience as you shop.

The future of AI is here to stay as it becomes more integrated into everyday life. It is crucial for Thai Startups to learn, cultivate and implement this into their technology startups.

Ben Backx: Director of customer analytics and Head of Product at Open DNA (Artificial Intelligence)

Ben has worked for many years delivering some of the most advanced, customer focussed, Intelligence systems in Financial Services; working with the likes of American Express, RBS and Standard Chartered Bank. He brings a wealth of project experience and holds a passion for creating innovative market-leading products, that deliver real value for clients. A data geek at heart, Ben believes in the opportunity that Artificial Intelligence holds for virtually every industry, and is in charge of leading the OpenDNA product development.

About OpenDNA:

OpenDNA is an Artificial Intelligence system using multiple different layers. Combining Machine Learning, Neural Networks and Natural Language Processing to build detailed psychographic and behavioural maps on users.

For more information head over to http://opendna.ai/