...understand language

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0 · Start
1 · Predict & analyze
tables, numbers, events
2 · Understand unstructured data
text, documents, images, audio
3 · Generate & converse
4 · Decide & act
5 · Build it right
applies to every path

YouTube ... Quora ...Google search ...Google News ...Bing News

Use this page when your data is text: emails, tickets, reviews, contracts, chat logs, forms. Modern language models already "understand" text, so you rarely train from scratch; you choose how to use a pretrained model.

Start here

  • What do you need from the text?
    • Sort it into classes (sentiment, intent, topic, urgency, toxicity) → Sentiment Analysis
      • Few or changing labels → prompt an LLM with label definitions and examples; ask for structured (JSON) output
      • High volume, low latency or low cost → fine-tune a small encoder model (BERT-family such as DeBERTa or ModernBERT), or train a classifier on embeddings; SetFit works with a handful of examples per class
      • Simple, transparent baseline → TF-IDF features + logistic regression or Naive Bayes
    • Pull out facts (names, dates, amounts, product codes)
      • From clean text → named-entity recognition (spaCy; GLiNER for entity types you name at run time) or an LLM filling a fixed schema
      • From PDFs, scans and forms → document AI: OCR plus layout analysis (Azure AI Document Intelligence, Google Document AI, Amazon Textract) or parsers built on vision-language models (Mistral OCR, Docling, LlamaParse); validate extracted fields
    • Summarize, rewrite or draft → an LLM; check the summary against the source for invented facts → ...generate content
    • Translate → neural machine translation (DeepL, Google, Microsoft) or an LLM; low-resource languages → Meta's NLLB and SeamlessM4T models; spoken language → ...work with speech and audio
    • Find similar items, search, deduplicate → embeddings + vector search (compare models on the MTEB leaderboard) → ...answer questions from my data
    • Answer questions from documents → ...answer questions from my data
    • Discover themes in thousands of comments → ...cluster (BERTopic)
    • Hold a conversation and take actions → ...build an agent
  • Must the text stay inside your network? → self-hosted open-weight model: ...choose a model and ...deploy AI

Quick picks

Task Start with Scale up with
Classify (low volume) Prompted LLM + JSON output LLM-labeled data → fine-tuned small model
Classify (high volume) Embeddings + logistic regression Fine-tuned DeBERTa / ModernBERT
Extract fields from text LLM with a schema NER model (spaCy, GLiNER)
Extract from scans and forms Cloud document AI VLM-based parsing + validation rules
Summarize LLM Retrieval + citations for long sources
Translate Neural machine translation LLM with a glossary and style guide

Real-world examples

  • Multilingual customer service — Klarna's AI assistant handled about 2.3 million conversations in its first month, across more than 35 languages; Klarna later added human agents back where quality suffered. See ...build an agent.
  • Meeting notes — Morgan Stanley's AI @ Morgan Stanley Debrief creates notes and action items from client meetings (with client consent), drafts a follow-up email for the advisor to edit, and saves a note to the CRM. AI @ Morgan Stanley Debrief launch | Morgan Stanley

Watch out

  • LLMs can invent facts in summaries and extractions; verify against the source, especially numbers and names.
  • Prompt injection — text you process can contain instructions; never let processed text trigger actions without checks.
  • Personal data — redact or minimize PII before sending text to external services.

Measure success

Accuracy, precision, recall and F1 for classification; field-level accuracy for extraction; faithfulness and coverage for summaries; human preference for writing quality. More: ...evaluate and trust AI

Learn more


Where next? ◀ Understand unstructured data · ...answer questions from my data · ...generate content · ...choose a model · ▶ ...evaluate and trust AI