About Senzing

IBM acquired Las Vegas-based Systems Research & Development (SRD) in 2005 for its real-time entity resolution technology known as Non-Obvious Relationship Awareness (NORA). IBM renamed and now sells this technology under the brand name IBM InfoSphere Identity Insight. It’s a unique product in use around the world. Much was learned.

In 2009, four years later, Jeff Jonas and team developed a vision to revolutionize entity resolution. The design aspirations included such things as: domain agnostic; self-tuning, self-correcting thus not dependent upon entity resolution experts; optimized for horizontally-scaling cloud compute infrastructures; Privacy by Design (PbD); relationship awareness; geospatial awareness; real-time; extensible; scalable; and easily deployed and operated.

Mid 2009, we embarked on this ambitious journey – working on the design (blueprints) while at IBM in a skunkworks projects code named “G2.” After one year of design, the team started coding the core engine (in C++). On Data Privacy Day 2012, two and a half years after inception, the G2 technology became commercially available. Thousands of copies were shipped. One such example described here in this 2018 New York Times story entitled “Another use for A.I.: Finding Millions of Unregistered Voters.”

In 2016, Senzing was formed based on a one-of-a-kind IBM spin-out of the G2 technology and team.