What do you get when you mix two parts natural language processing with a little personalization, and add in a dash of the cloud? The answer is Whisk, a U.K. company building a service that lets users purchase the ingredients for any recipe they find on the Internet.

“The crux of it is that you can take any recipe on the ‘Net and turn it into a transaction in on online market,” says co-founder Craig Edmunds. “There’s a machine translation problem from the recipe up through to our internal language, which is one NLP problem, and then another is from our internal language into online markets.” Another leg of the work is that the service seeks to not match to just one item at a market but as many as possible, and consider user preferences as to which is the optimal product, too.

At the upcoming Semantic Technology and Business Conference in the U.K., Edmunds will be considering how the issues of machine translation, manual intervention, personalization and the cloud intersect in creating a service that adds all the ingredients they need for dishes they find online straight into their online shopping basket.

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