Machine learning and AI have become two terms that have been overused. But they're real technologies, and people are on the move to improve them in order to give meaningful impacts.
And for that specific reason, Yext is trying to break down the wall between the website and the digital ecosystem to help intelligent systems understand websites.
Yext is a technology company that coordinates business listing information across several different internet databases and media sites.
The purpose is to allow its customers to ensure that their business listings are up-to-date and accurate in those databases to which Yext has access.
According to Howard Lerman, Yext CEO and founder:
The company brings updates to embrace AI and machine learning ecosystem, by adding three new features to its 'Knowledge Manager' portfolio of services for multilocation enterprises and small to medium-sized businesses:
- Structured markup for events and event data syndication.
- 'Knowledge Assistant' that allows listings updates via SMS and Facebook Messenger.
- Integration of WeChat for customers in China.
The features were first introduced at Yext's ONWARD 17.
Using schema for events, Yext can manage and also distribute events-related content for its customers in search results. Below is what it looks like in a screen shot provided by the company.
According to Marc Ferrentino, Yext's Chief Strategy Officer, "AI, voice assistants, and direct answers replacing blue links in search, the way consumers find and interact with businesses has fundamentally changed."
And here, brands outsource location data management because they also wanted a “single repository and source" for events.
Yext's 'Knowledge Assistant' allows authorized person within an organizations to use text messaging or Facebook Messenger to update business listings and related data (e.g., hours of operation) without having to login into Yext. With this convenience, Ferrentino explained that the system can then proactively reach out to stimulate updates.
So for example, if holidays are coming up and holiday hours are implicated, the Knowledge Assistant will prompt users to update hours. This proactive capability can also be used to capture enhanced information and to do other thing
And for users in China, the company has added WeChat Mini-Programs integration. This is essentially store-finder information for WeChat Yext retail customers that do business in China or seek to attract Mandarin language speakers.