Helixa uses serverless machine learning architectures to power an audience intelligence platform. It ingests large datasets and uses machine learning models to provide insights. Helixa's machine learning system is built on AWS serverless services like Lambda, Glue, Athena and S3. It features a data lake for storage, a feature store for preprocessed data, and uses techniques like map-reduce to parallelize tasks. Helixa aims to build scalable and cost-effective machine learning pipelines without having to manage servers.