Short answer: Why not?
We now have tools at our disposal that can render computational sophistication that was mere fantasy only 10 years ago. With so many hurdles in the data provider industry, it would be foolish not to explore more efficient ways of finding, managing, and providing data.
NLP (natural language processing) is a subset of machine learning that helps users calibrate record linkage and identify named entities in a more efficient manner than traditional DBMS platforms.
Large datasets are rarely stored in static systems, so it makes sense to find the information needed in the most efficient way possible since its now stored in highly complex environments.
By leveraging powerful tools, we can deliver the next level service to those who need it most.