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Before voice assistants like Apple's Siri and Amazon's Alexa gained relevancy, Will Underwood and Jarrod Wolf were researching semantic search and realized a lot could be done with natural-language search by taking the words humans use on a daily basis and making them comprehensible to a machine. By analyzing reviews and ratings, AddStructure can better help users find what they're looking for based on what they're researching or requesting at any given moment, along with what they've asked about in the past. While many agencies are beginning to build voice skills for Amazon and Google devices, building custom products provides more autonomy than they have with Alexa's parent company, Amazon. In the third quarter of this year, Strike Social will start offering a new AI service to help clients buy digital media in a way that the company's co-founder, Patrick McKenna, says will make buying across YouTube and other platforms faster, cheaper and smarter.