Trapit Personalized Discovery Engine Might Give Apple Siri Some Company

November 16, 2011, By Sanjeev Ramachandran

Looks like Siri’s got company. Trapit has announced its public beta of its personalized discovery engine, which brings you the ability to effortlessly stumble upon news articles, images, videos, recipes and other content on specific topics of interest.

Trapit CEO and co-founder Gary Griffiths, who believes that the company is revolutionizing the way people would access content on the web, says this is the web following you.

Adding, co-founder Hank Nothhaft says you should not call it search, Trapit’s discovery process is much more sophisticated.

Here‘s how it works. All you have to do is tell Trapit what you want to discover with a keyword or two. The intelligent discovery engine then scans an archive of data collected over the past 30 days and returns up to 100 pieces of content related to your keywords in just 10 seconds or less. What Trapit actually does is that it takes your keyword and matches it against content with the same context, making associations at a level deeper than text.

It will then save the results in a topic-based ‘trap’ and will then continue to grab content for your trap. Trapit can also understand your preferences with the help of the thumbs up and thumbs down button, to come up with better content for you.

More than 10,000 participants have been using Trapit to find and trap content since the site’s private beta release back in June. Founded in early 2010, Trapit is now in raising the second round of financing.

The company plans to release mobile applications for iOS in early 2012.

Let’s wait to see if Trapit is as good as Siri.

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