From my limited reading seems like the machine learning is in helping companies decide what the best solution is for them. so basically suggesting what what products to offer based on the clients industry and or regulatory requirements.
I agree the products don't look like their own. It is the market place that seems "AI" like. (I'm not sure if that is the correct terminology). I think WHK is trying to address the issue that many companies dont understand their IT security risk. If they don't understand it then how do they choose the right products for them. - So this is the value add that WHK is offering a service not a product. I don't think they need to offer their own product either. That's a lot of work, a lot of spending.
Its something that an Amazon or other market place cannot offer (not yet at least).
Once again that is from my limited research.
IPO - WhiteHawk Limited, page-35
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