The slogan is actually carved in stone. “We can do everything except High German.” Baden-Württemberg has let the world know. However, for a company from Stuttgart whose business is lyrics, the claim that was once conceived by Scholz & Friends has to be re-written. AX Semantics can do anything except (at least) Swabian. Everything may be a bit exaggerated, but 110 languages are not very low and High German is naturally one of them. The software of the Swabians can create texts from data in so many languages. In doing so, the respective grammar and spelling rules are considered exactly and the language nuances of each language are considered, promises AX Semantics.
Natural Language Generation
This development has pretty much taken the company to the top in the Natural Language Generation (NLG) field. An assessment that is also supported by analysts of the Forrester report. The market for automatically generated texts in Latin or Church Slavonic should be rather manageable, but at the same time such exotics are a pretty good example of how fundamentally AX Semantics has solved the topic. “At the point nobody makes us any more” says founder and CEO Saim Alkan and does not sound overbearing.
In 2010 Alkan presented its first prototype with a program called Textautomat, today the software produces more than 15 million texts per month for about 250 customers. Most customers currently come from e-commerce. “This is the area we identified strategically for us to develop ourselves and move the product forward with our customers,” says Alkan. The content is content such as category pages, article descriptions, social media entries for new products or newsletters. It is also becoming increasingly important to adapt the content to the respective platforms – per machine of course. Alkan: “If I want to sell as an e-commerce provider on Amazon, then I have to meet the requirements of Amazon. Otto as a platform has again different ideas on how the text should look.” These different requirements can be stored as rules in the system, the texts would then automatically created and played for the respective platform. The texts could be created simultaneously in several languages.
Photo: AX Semantics
Global ecosystem as goal
The idea of AX Semantics is based on enabling customers to use the software to create texts in the desired form. “99.9 percent of our customers want it that way,” says Alkan. “They have an idea of how SEO works, they have an idea of what the conversion is doing in the product text, they want to be able to configure the machine themselves, and the certainty of being able to do it better than anyone else I can not take away from the customer After all, he is the expert in his field. ”
Based on this belief, they have decided, as Alkan says “the only company in the world”, to build an editor that can be operated without any programming knowledge. This makes the customers independent and is also the basis for making the product mass-marketable. The technology should not only be able to be used by an exclusive circle of customers from the e-Commerce, but also a mass product, so the idea. This includes a low initial financial barrier.
Building on the accessibility of the technology for everyone with text and writing needs, AX Semantics has become a platform provider. The aim is to serve customer needs in the value creation chain – from data sources and data extraction to e-commerce / publishing or tracking systems and services. Complementary service providers and products are already directly available to AX Semantic’s users. With already five managed service providers from Europe to South America and initial experience in transactions via the already launched Marketplace, it is now time to expand these initial successes. The goal of AX Semantics is nothing less than a global ecosystem around AX and NLG.
The background for this path is Alkan’s conviction that while e-commerce is the first and most important area for the company, automatic text generation can also be used in many other areas. For this it would need predictable and clear costs as well as the possibility of editorial freedom. In principle, every person who has to create texts based on data in his or her environment is a potential user. That could be the team leader in a production company as well as a doctor. A university hospital already has AX Semantics in use, reports Alkan. On the basis of findings gained through image recognition software, for example, the radiologists would use the Stuttgart software to automatically generate their medical reports there. Another advantage in this area of application is the multilingualism. Doctors have the opportunity to provide their patients with the information in the respective mother tongue if necessary, thereby achieving a much better understanding.
E-commerce most important market
An almost natural environment for using copywriting software is basically the media industry. Ironically, Alkan not only rarely but still rather unreasonable restraint for him. Often, people prefer writing about innovation rather than being innovative themselves. What is possible, shows a project with the Stuttgarter Zeitung. The fine dust radar uses automated texts via AX Semantics. The project will be awarded the Konrad Adenauer Prize, the most important prize for local journalism in Germany, at the end of November.
E-commerce remains strategically the most important market for the company, and that is where the biggest growth comes from. However, the extensive application possibilities make the software according to Alkan’s a suitable for the mass market product, the Pricing to ensure the largest possible spreading. And who knows, maybe someday the software writes in Swabian.