Entities that the extraction does not pick up out of the box can be added to the system, but the base entity extraction model cannot be tuned by the user. When telling the system what to look for, you can use either exact phrases (Microsoft) or the Boolean query syntax (Microsoft OR MSFT). Custom entities are often used for things like product names or store locations.
Adding an entity consists of configuring:
| Entity | The text to look for |
| Label | A label field returned in the API output to give more information about the entity, such as a link to a Wikipedia page |
| Type | A type field, usually used to differentiate types of entities from each other, such as Company, Person, Product and so on. |
| Normalized value | You can use this to normalize different forms of the entity to the same value. For instance, one entity might be Coke, and another Coca-Cola. If you enter the same normalized value for each entity, they will appear in the output as the same thing. |
Even though you can use Boolean syntax to define entities, the extraction differs from a query in that you can define a type and a label field in the output.
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