Some brands are inherently ambiguous because they share names with common words, names, or places, creating challenges in distinguishing them. Examples include:

• Coach, Clinique, Origins, and Diesel – common English words.

• Patagonia – a geographic region.

• Céline – a person’s name.

What is Disambiguation?

Disambiguation is the process of clarifying meaning to distinguish a specific brand from general uses of a word. This is especially useful when common language or names cause “noise” in search results.

For example, using the query "Celine dress"~5 helps to retrieve relevant results. However, it may still pull in unrelated content that cannot be filtered purely by proximity-based search techniques. In such cases, a dedicated disambiguation model is necessary to refine our database and ensure accurate, brand-specific results. Disambiguation is an AI-driven algorithmic model that minimizes irrelevant results, or “noise,” by training the algorithm to recognize context whenever the brand is mentioned.

For Discover, it’s possible to request and activate a Disambiguation Model. For questions or more information, please reach out to the support team or your dedicated Customer Success Manager (CSM).