By outsourcing data labeling duties to a specialist, the platform can improve the training of its AI and machine learning algorithms.

In e-commerce, search is everything—if you cannot find it, you cannot buy it.

That is what a fastest-growing classifieds marketplace in the region, Carousell understands innately and wants to conquer—to enhance its customer shopping experience across its Hong Kong, Indonesia, Malaysia, the Philippines, Singapore and Taiwan platforms.

According to Puneet Garg, the firm’s Head of Data Science and Data Engineering: “We continuously strive to provide the best possible shopping experience for our users, and creating effective search and recommendation algorithms is a critical part of it. AI evaluations of our search results have added significant clarity and value to our search and recommendation models, and we are looking forward to further enhancing our technology and supporting our customers—both merchants and buyers—by creating an increasingly relevant, personalized and rewarding content discovery platform.”

To continue improving customer experience, the firm has announced its selection of AI-driven data-labeling technology firm Supahands to evaluate the search relevance algorithms for its machine learning models. The aim is to create a seamless and personalized user experience by showing the customer what they need, when they need it. This can be achieved when the huge amount of product data and metadata in the marketplace is properly processed by the firm’s proprietary AI and machine learning algorithms.

However, the quality of these algorithms’ output is limited by the quality of the data fed to them. Increasing the quality of that data—by accurately organizing, annotating and labeling all the elements—can be an expensive and time-consuming process, considering that the limited data analytics talent pool can be deployed for even more pressing duties. That is where outsourcing the process to a data-labeling specialist is a good solution.

Said Greg Meehan, Chief Revenue Officer, Supahands: “We are truly honored to play a part in Carousell’s growth journey, and witnessing the platform’s technological achievements that have improved the marketplace landscape up-close, is a privilege.”