Artificial intelligence has been transformative in 2017. On VentureBeat podcast VB Engage, we’ve been talking every week about AI’s role in changing the face of marketing.

Missbeez, the sharing economy app for beauty therapists, today announced that it is now using AI and machine learning across its entire platform — powering a chatbot, smart routing, consumer pattern analysis, and behavioral graphs.

Missbeez was founded in 2015 and currently operates in Israel and London. It is one of the startups I visited this year as part of my tour of Israel, where I met CEO and cofounder Maya Gura.

The idea is relatively simple — something akin to an “Uber for beauty.” Consumers can order everything from manicures and pedicures to massages, waxing, blow-dries, spray tans, facials, and makeup application services, with the specialist coming to their home or office.

By using AI across its entire platform, Missbeez is hoping to build a solution that not only scales but also gives its clients a personalized solution.

“As the Missbeez ecosystem grows, we decided to combine machine learning and AI into our algorithms,” Gil Bouhnick, CTO and cofounder at Missbeez, told me. “We needed ways to balance and optimize our marketplace beyond the common rule-based algorithms. Our business is so dynamic — we needed a system that is sophisticated enough to learn and automatically adjust to ongoing events, seasonality, and market trends.”

And this is where machine learning and AI help most — in determining the best possible outcome for both the beauty therapy providers and the consumers that need those services.

So where is AI being used within the system?

“Traditional optimizations usually rely on location and availability,” Bouhnick said. “It’s enough if all you need to do is find a driver nearby or dispatch a delivery on time, but for us at Missbeez, this is just not the case. We deal with multi-skilled professionals and highly sensitive services like haircuts and makeup. Our customers need to know we will be sending someone who is not only available and reliable but will provide the service they requested at a level that would make them happy.”

The built-in chatbot is the most apparent, consumer-facing use of AI, providing 24/7 support and assistance to users. But it is behind the scenes that AI is delivering real value. Behavioral analysis personalizes the content for each user and optimizes the services based on the consumer’s habits. Pattern analysis plans the therapists’ availability and service delivery schedules.

And AI comes into play when routing the therapist to multiple appointments in the most efficient way, as well as in determining the best time to launch deals and offers for frequent customers.

“This is where our machine learning technologies stand out, making sure our automatic decision-making engines take into account personal preferences, customer history, predicting customer predictions, satisfaction levels, and much more,” Bouhnick said. “Our proprietary growth platform utilizes pattern analysis and learns our customers’ behavior, while continually optimizing it.”

So what’s next for Missbeez?

“We believe that our platform is the next step in the urban marketplace evolution, combining traditional ‘cold’ optimization algorithms with new philosophies focusing on our customers’ behavior, satisfaction, and happiness,” Bouhnick said. “There’s still much to explore in that sense, and the more we grow and evolve our technologies the more we can tune our algorithms and accomplish our goals.”

The AI-optimized Missbeez solution is available from today, with apps available for both Android and iOS.