Veritone, a company that provides businesses with software for orchestrating machine learning systems to perform tasks, announced today that it has acquired Atigeo’s intellectual property and technology for data analytics.

That technology includes a system designed to process large amounts of unstructured data using a technique for creating rule-based processing systems on the fly. In addition, several key Atigeo employees, including the company’s chief scientist, Wolf Kohn, will join Veritone following the deal.

Atigeo’s technology will first be used to improve Veritone’s conductor technology, which takes in user data and then finds a set of machine learning engines that are best suited for solving a particular problem, like image recognition or speech transcription. In the future, the company plans to use the tech to build models for customers as they need them.

The move will help the company further its interesting approach to helping other businesses implement machine learning. Rather than having companies build bespoke models for each task that they need to complete, Veritone’s technology aims to solve problems by conducting contributions from several different models available in the company’s catalog.

According to CEO Chad Steelberg, the technology has provided benefits that Veritone customers couldn’t have found any other way.

Atigeo’s approach is different from that of many other companies at the moment, as its Hamiltonian learning technology takes a rule-based approach to AI, rather than using a trendy deep neural network. A key issue with past rule-based systems, according to Steelberg, is that users had to engineer the system to answer particular questions about the data, and engineer the data to work with one system. The technology Veritone acquired shouldn’t require that same predetermination of what’s worth questioning.

While Veritone has begun preliminary conversations to take on the contracts that Atigeo made with its existing customers, those deals were not part of the acquisition.

Veritone has more deals in the works, too. Steelberg said the company has signed non-binding letters of intent to acquire two more companies and hopes to announce at least one deal during the first quarter of next year.