Natural Intelligence CEO says AI is helping the company redesign its core processes
Natural Intelligence CEO Yoni Idelsheim said the company is being forced to keep adapting while building the business, comparing it to “flying very fast and very high, but needing to design parts of the plane while in motion.” He was interviewed during Calcalist and Google’s AI Week by Maya Henkin, Google Israel director, about how artificial intelligence is affecting growth and product development.
Idelsheim said the company, founded 16 years ago, built its business by meeting consumers at decision points and connecting them with brands seeking new users. In the early years, those moments were mostly in Google search, where users typed a few words that revealed intent. Today Natural Intelligence operates in about 80 verticals, including mortgages, insurance, credit cards, banking, food, pet food and games.
He said the company’s growth strategy has remained consistent, expanding in two directions, more categories and more channels. Beyond search, it is widening the touchpoints where it meets consumers, especially Google and YouTube. But the environment is changing quickly, with new platforms, new competitors and shifts in how Google organizes those touchpoints. Natural Intelligence’s goal, he said, is to be present at all of them and keep matching consumers with brands to help complete the decision-making process.
Idelsheim said consumer behavior has changed markedly. People no longer rely on a few search keywords and a list of links, but search across multiple platforms, compare options and engage in conversation with search tools. That means consumers expect more information and more interaction. He also pointed to changes in platforms themselves, citing Google’s recent overhaul of the traditional search box, and said the company must keep adding value at every stage, whether through comparison tools or by better connecting advertisers and brands with consumers.
On AI adoption inside the company, he said Natural Intelligence has spent the past two to three years pushing tools throughout the organization to boost productivity. It is now focusing on core business processes to make them more efficient, accurate and frequent. The challenge, he said, is that the company must do this while still delivering for many business partners and advertisers who expect consistent volume and quality.
