{"id":20160,"date":"2020-02-27T05:00:00","date_gmt":"2020-02-27T12:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=20160"},"modified":"2020-09-18T00:35:11","modified_gmt":"2020-09-18T00:35:11","slug":"qa-inside-salesforces-named-entity-recognition","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/news\/stories\/qa-inside-salesforces-named-entity-recognition\/","title":{"rendered":"Q&#038;A: Inside Salesforce\u2019s Named Entity Recognition"},"content":{"rendered":"<p>Natural language processing (NLP) is transforming many disciplines &#8211; including customer service, as voice assistants and chatbots learn how to better understand human language. NLP is already being used for everything from answering customer inquiries to analyzing consumer sentiment during service calls, and innovations such as named entity recognition (NER) are set to have an even greater impact. <\/p><p>At Salesforce, our research and engineering teams have been researching how NER and other next-generation artificial intelligence (AI) technologies can be used to help companies and customers communicate more easily.<\/p><p>In fact, in our June (summer) release, all our Einstein Vision &amp; Language customers will be getting access to Einstein NER. To understand what that means and how customers can best deploy Einstein NER, we sat down with Zineb Laraki, product lead for Einstein Vision and Language to learn more.<\/p><p><b>What is Named Entity Recognition and how does it work?<\/b><\/p><p>Communication is a big component of human intelligence. So, teaching computers to process and analyze the way humans naturally write or speak (once transcribed) is called Natural Language Processing, or NLP.<\/p><div class=\"wp-block-image__wrapper\"><figure class=\"wp-block-image size-large prevent-download\">\n\t<a href=\"#\" class=\"wp-block-image__modal-toggle\" aria-expanded=\"false\" data-modal-id=\"20158-modal\"><span class=\"screen-reader-text\">Open Image Modal<\/span><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"312\" src=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-20158\" srcset=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png 512w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png?w=300&amp;h=183 300w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png?w=264&amp;h=161 264w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png?w=500&amp;h=305 500w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png?w=150&amp;h=91 150w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png?w=317&amp;h=193 317w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/a>\n<\/figure><div id=\"20158-modal\" class=\"image-modal\" aria-hidden=\"true\" aria-labelledby=\"image-dialog-title\"><div class=\"image-modal__overlay\" tabindex=\"-1\" data-a11y-dialog-hide><\/div><div class=\"image-modal__content\" role=\"dialog\"><button class=\"image-modal__close-button\" type=\"button\" data-a11y-dialog-hide aria-label=\"Close this image dialog window\"><svg viewBox=\"0 0 26 25\" height=\"16\" width=\"16\" fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\".626\" y=\"22.753\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(-45 .626 22.753)\"\/><rect x=\"2.747\" y=\".125\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(45 2.747 .125)\"\/><\/svg><\/button><h1 id=\"image-dialog-title\" class=\"screen-reader-text\">Image Modal<\/h1><figure class=\"wp-block-image size-large prevent-download\">\n\t<img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"312\" src=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-20158\" srcset=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png 512w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png?w=300&amp;h=183 300w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png?w=264&amp;h=161 264w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png?w=500&amp;h=305 500w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png?w=150&amp;h=91 150w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/ccc.png?w=317&amp;h=193 317w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/>\n<\/figure><\/div><\/div><\/div><p>When humans communicate using spoken or written language, we\u2019re doing many \u201ctasks,\u201d even though we may not realize it. For example, we may be analyzing for sentiment, or understanding if someone is asking a question, or judging what the intent is of what someone writes or says.<\/p><p>To program computers to understand natural language, we need to break down communication into these tasks. One task is understanding the sentiment of a piece of text. NER is another task.<\/p><div class=\"wp-block-image__wrapper\"><figure class=\"wp-block-image size-large prevent-download\">\n\t<a href=\"#\" class=\"wp-block-image__modal-toggle\" aria-expanded=\"false\" data-modal-id=\"20159-modal\"><span class=\"screen-reader-text\">Open Image Modal<\/span><img loading=\"lazy\" decoding=\"async\" width=\"410\" height=\"384\" src=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-20159\" srcset=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png 410w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png?w=300&amp;h=281 300w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png?w=264&amp;h=247 264w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png?w=390&amp;h=365 390w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png?w=150&amp;h=140 150w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png?w=206&amp;h=193 206w\" sizes=\"auto, (max-width: 410px) 100vw, 410px\" \/><\/a>\n<\/figure><div id=\"20159-modal\" class=\"image-modal\" aria-hidden=\"true\" aria-labelledby=\"image-dialog-title\"><div class=\"image-modal__overlay\" tabindex=\"-1\" data-a11y-dialog-hide><\/div><div class=\"image-modal__content\" role=\"dialog\"><button class=\"image-modal__close-button\" type=\"button\" data-a11y-dialog-hide aria-label=\"Close this image dialog window\"><svg viewBox=\"0 0 26 25\" height=\"16\" width=\"16\" fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\".626\" y=\"22.753\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(-45 .626 22.753)\"\/><rect x=\"2.747\" y=\".125\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(45 2.747 .125)\"\/><\/svg><\/button><h1 id=\"image-dialog-title\" class=\"screen-reader-text\">Image Modal<\/h1><figure class=\"wp-block-image size-large prevent-download\">\n\t<img loading=\"lazy\" decoding=\"async\" width=\"410\" height=\"384\" src=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-20159\" srcset=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png 410w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png?w=300&amp;h=281 300w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png?w=264&amp;h=247 264w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png?w=390&amp;h=365 390w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png?w=150&amp;h=140 150w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2020\/08\/bbb.png?w=206&amp;h=193 206w\" sizes=\"auto, (max-width: 410px) 100vw, 410px\" \/>\n<\/figure><\/div><\/div><\/div><p>You can think of NER as categorizing words. It\u2019s similar to how we\u2019re taught as children to categorize words as nouns, adjectives, or verbs. NER allows you to identify words in pre-defined categories such as Name, Organization, Date, Phone Number, and Website Address.<\/p><p>As humans we subconsciously do this to allow us to understand each other when we communicate. If someone says \u201cI met with ACME Corp\u201d or \u201cI met with Jesse,\u201d you understand from the first sentence that they met with a company, and from the second that they met with a person. That is because you can categorize \u201cACME Corp\u201d as an entity that fits in the category \u201cOrganization\u201d, and \u201cJesse\u201d as a word that fits in the category \u201cName.\u201d<\/p><p><b>How has NER enhanced Einstein Voice Assistant and Einstein Bots?<\/b><\/p><p>Einstein Voice Assistant and Einstein Bots use Einstein NER to understand when to update a field. <\/p><p>Let\u2019s say a sales rep is using Einstein Voice Assistant and says \u201cUpdate the deal size to $500,000.\u201d Einstein Voice Assistant uses NER to understand that \u201c$500,000\u201d is a \u201cMoney\u201d entity, so the \u201cDeal Amount\u201d field needs to be changed to \u201c$500,000.\u201d <\/p><p>Similarly, if someone sends a chat message that says \u201cPlease change my shipping address to 9 Cloud St, Cumulonimbus, CA 90260,\u201d Einstein Bots uses NER to understand that \u201c9 Cloud St, Cumulonimbus, CA 90260\u201d is a \u201cLocation\u201d entity and to update the \u201cDelivery Address\u201d field accordingly. <\/p><p>This helps to automate workflows and streamline customers\u2019 experiences.<\/p><p><b>What makes Salesforce uniquely well placed to be delivering NER solutions?<\/b><\/p><p>Our goal is not to be the best NLP engine in the world, but to be the best NLP for customer relationship management and for solving our customers\u2019 needs. This goal is very specific. We\u2019re focused on solving problems in a way that drives value for our customers. <\/p><p>We have an amazing team that is helping to bridge the gap between the latest innovations in AI and creating solutions for our customers. We are working on adjusting functionality and models so we can provide world-class Einstein solutions to our customers. <\/p><p><b>What do you think the next big advancements in text and language processing will be?<\/b><\/p><p>One of the biggest challenges is access to clean data that can be used to train models to understand language. From our customers\u2019 perspectives, the next meaningful advancement in text and language processing will be the ability to train models using less data. My team spends a lot of time looking at how to address this from synthetic data augmentation to developing new algorithms. Solving this problem will allow for greater adoption as it will reduce the amount of work needed to setup or get started. <\/p><p><b>How can customers get access to Einstein NER?<\/b><\/p><p>Einstein NER is the latest addition to the Einstein Vision &amp; Language services. It will be generally available in June, our summer release. Einstein Language &#8211; NER, like Einstein Intent and Einstein Sentiment, are available for developers through simple REST APIs (<a href=\"https:\/\/metamind.readme.io\/\">documentation here<\/a>) as well as for admis via clicks using the AppExchange package available <a href=\"https:\/\/appexchange.salesforce.com\/appxListingDetail?listingId=a0N3A00000Ed1V8UAJ\">here<\/a>.<\/p><p>The amazing thing is that we also make the technology available for our Salesforce customers to use directly. In the same way as the Salesforce Mobile team or Salesforce Service Cloud team build applications using NER, our customers can use it to streamline or automate their custom workflows or user experiences. <\/p><p>Some custom use cases I have seen our customers be most excited about is being able to automate a month&#8217;s worth of survey results in just a few seconds, automatically parsing of resumes or analyze service cases just to name a few. And I can\u2019t wait to see what awesome new use cases our customers come up with!<\/p>","protected":false},"excerpt":{"rendered":"<p>Natural language processing (NLP) is transforming many disciplines &#8211; including customer service, as voice assistants and chatbots learn how to better understand human language. NLP is already being used for everything from answering customer inquiries to analyzing consumer sentiment during service calls, and innovations such as named entity recognition (NER) are set to have an [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":20161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[1],"tags":[],"sf_content_type":[],"sf_theme":[1916],"sf_topic":[],"sf_product":[],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[2057],"sf_location":[],"sf_collection":[],"sf_visibility":[],"coauthors":[],"class_list":["post-20160","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","sf_theme-artificial-intelligence","sf_multimedia_asset-infographic"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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