SEATTLE — Call analytics provider Marchex announced new enhancements to its Speech Analytics solution, including updates to their Call DNA user interface, which now accepts user input on artificial intelligence-predicted outcomes.

The direct in-app feedback from customers will allow Marchex to continually improve the overall accuracy of their speech recognition technology, according to the company. AI-powered conversation technology was designed to offer a better understanding of the customer experience and an accurate view into exactly what happens during every call, at scale.

“When General Motors rolled out Marchex Speech Analytics, we were amazed at the insights it provided,” said Jim Bechtell, vice president and general manager at Somerset Buick GMC in Troy, Mich. “We are using this product every day to better understand our sales agent behaviors and to improve our customers’ buying experience.”

The announcement comes on the heels of a significant enhancement to the Marchex Speech Analytics dataset, which claims improved accuracy of transcription that enables marketers and sales teams to gain deeper insights from inbound phone calls, which can then be used to optimize media spend and sales operations.

“The English vocabulary consists of more than 125,000 words, which can be put together in trillions of ways,” said Jason Flaks, senior director of product and engineering at Marchex. “Accounting for all of those possibilities is difficult, but critical for brands looking to understand what happens on their calls with consumers. Today’s enhancements help improve the accuracy of our product that already leads the industry.”