NER is at the core of a text analytics process. To get an ML model to comprehend language it is first fed millions of examples in which the categories have already been specified. With iterations, the API becomes adept at identifying these elements in texts it is encountering for the first time. The more adept and robust the NER capability is, the more powerful is the text analytics engine. NER is the catalyst behind many ML functions as shown below. Semantic Search Data Analytics Text Analytics Sentiment Analysis Video Content Analysis