"Persai is a startup that seeks to apply advanced machine learning techniques to content and advertising. We are using Amazon's web services to build a scalable architecture that will learn from consumer interests over time and match them with content crawled from around the web. The idea behind Persai is that you will have an active agent crawling the web looking for content that is relevant to you and only you. Every link we recommend will be something you want to read. We are zigging to social news' zag where popularity trumps relevance to the individual."