CentralNic Group PLC (LON:CNIC), the internet domains and website services specialist, said it set up a data and artificial intelligence operation to “leverage its vast data sets”.
The company manages or is “exposed to” navigation, ad-tech and site usage information ranging from the tens of millions to hundreds of millions of queries, clicks and page views.
It also has “similarly extensive” insights on transactions and registrations.
“These extremely large data sets lend themselves perfectly to AI and machine learning applications that can be used to provide a large array of initiatives which will benefit both the company and our customers,” the company told investors.
The feedback could be used to improve customer service, optimise business operations, for decision-making, enhanced marketing, reduced customer churn and automated detection of non-compliant customer activity, CentralNic added.
The team will be headed by chief data scientist, Dr Pawel Rzeszucinski, a prominent expert in data and AI.
Chief executive Ben Crawford said: “This development is a significant step forward towards us maximising the potential of the considerable data, knowledge and expertise we have across the group.
“It is an important step for CentralNic in its strategy to create an omnichannel digital platform, providing easy access to all of the group’s services and solutions for end-to-end customer journeys, which include purchasing and selling domains, hosting and promoting fully equipped e-commerce websites, protecting brands online and monetising internet traffic.”