The EntityAI module is used specifically for Entity Resolution and harnesses the power of AI with machine learning.


Organizations that choose WinPure's ER will realize a rapid return on investment (ROI), achieve better outcomes, and gain competitive advantages:


  • Rapid ROI – Most organizations realize an ROI within the first year, some in less than 30 days. WinPure ER achieves significant cost savings:
    • Fewer analysts are required as false positives (alerts) are reduced by up to 90%
    • No ER expertise is needed to train, tune and manage
    • Fewer engineering resources are required to cleanse, prepare and label data, up to 85% fewer
    • Affordably priced, up to one-tenth the cost of alternatives, and includes technical support


  • Better outcomes – WinPure ER typically produces superior results to homegrown and other commercial ER systems. Culturally-aware name matching, entity-centric learning and non-obvious relationship awareness are some of the powerful features that result in higher quality business decisions and outcomes (see below for more details).


EntityAI features include:


  • Entity-Centric Learning - WinPure will retain history and attribute variations for each entity as it resolves new records against existing entities e.g., learning every name, address and phone variation. Based on the accumulated variations, the software learns nicknames, alternative email addresses, common typographical errors, etc., including intentionally fabricated information. WinPure uses its entity-centric learning when comparing records during each entity resolution process. Entity-centric learning is what allows it to make higher quality decisions than most other systems that use the more popular, but very basic, record-to-record matching. This is critical for catching clever criminals.
  • Global name recognition – IBM Global Name Management comparison technology is built into the EntityAI module. This culturally-aware name library, pretrained on 800M global names, was created over decades by a team of linguists at a cost of tens of millions of dollars.  The software now understands synonyms e.g., Bob and Robert or Elizabeth and Liz, and transliterations e.g., Mohamed, Mohammed, Mhd and dozens of other spellings. It also resolves names across different alphabets and scripts, e.g., Arabic, Mandarin and Roman.  We have a similar function in the Knowledge base Library which cover 950 names, so this is quite significant!
  • Global address comparison – EntityAI uses global address parsing and normalization, to assess address similarity with uncanny precision and wrapped with custom logic that provides exceptional matching accuracy and eliminates the need to pre-parse address data prior to loading.  

Benefits of using EntityAI include:

  • Resolve customers with multiple accounts – AI entity resolution can identify customers who hold multiple accounts under different names or variations
  • Fraud detection & prevention – consolidation of multiple customer records and treatment of duplicates enables better fraud detection & prevention
  • Single views – of customers across different channels (online store, physical locations) enabling better targeted marketing campaigns and personalized recommendations
  • Pattern recognition – customers use the AI to analyze large volumes of data to identify hidden patterns and relationships that can uncover suspicious or fraudulent activities

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