Thousands of new products and services appear every day and this number is continually growing. However technologies and tools for buying have not revolutionized as much yet. It is difficult for an ordinary person to cover and analyze the entire existing range in order to choose the best solution for himself. Our team is developing a hyper personalized AI (SELECTA) assistant that discovers the concept of a client with the help of conversation and questions. We believe that this approach can significantly improve customer experience. SELECTA was created to simplify the purchasing experience for every individual. It minimizes the time spent on buying and finds the most ideal solution, based on every unique request.