Twitter Inc (TWTR) Head Hunts For Cortex, Its AI Group
Twitter Inc (NYSE:TWTR) has created an artificial intelligence (AI) group that it calls Cortex, and the company is busy hunting for experts to fill key positions in the team. Although Twitter’s initial AI agenda had much to do with identifying and removing objectionable content on the platform, the company is expanding its AI scope. Cortex will mainly focus on deep learning, which is a specialized division of AI.
Recent job listings by Twitter Inc (NYSE:TWTR) give key hints about its new AI agenda. The company is apparently looking to build a more customized service for its millions of users and the Cortex team has been mandated to do that. Twitter advertised for software and architecture engineers with expertise in deep learning. The positions will be based in New York, where Twitter already has Madbits, the AI startup that it acquired last year.
One of the goals of Cortex is to drive automatic content understanding, and content in this case could be anything from text to video to hyperlinks. Twitter handles a lot of mostly unstructured content on its platform. To deliver more personalized experience, the company bets that deployment of machine learning would help, and that is where it is driving with Cortex.
Enhancing advertising system
At the end of the day, Twitter wants to be able to connect its nearly 300 million active users with relevant content. Additionally, Cortex is also expected to focus on bolstering Twitter’s advertising system, especially driving more targeted ads on the platform.
Twitter is looking for revival and the idea behind Cortex seems to have much to do with creating new features and products that are exciting to both tweeters and advertisers. The company is battling stalling user growth and advertisers aren’t spending more money on the platform as expected. Twitter tapped its co-founder Jack Dorsey to lead its affairs as interim CEO as the search for a permanent CEO continues. Dick Costolo stepped down as the company’s CEO earlier this month.
AI race among Internet companies
Twitter Inc (NYSE:TWTR) isn’t alone in AI as the technology has become the new competition frontier for many Internet companies. Both Google Inc (NASDAQ:GOOGL) and Facebook Inc (NASDAQ:FB) have their own various AI projects.
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