CrowdFlower, a crowdsourcing platform provider in the online staffing space, rebranded as Figure Eight this week and announced the hiring of two new executives, a new board member and the promotion of an existing executive.

The company first wrote about the name change in a blog post in February.

“Changing a company name is an emotional topic because it’s about identity. To the outside world, a corporate name change often appears as an abrupt, out of the blue announcement catching customers, partners, and other constituents off guard,” according to the post. “The reality is that something this fundamental is usually years in the making.”

In addition, this week Figure Eight announced these executive changes:

• Dale Brown joined as VP business development to drive partnerships within the machine learning ecosystem. He previously was VP business development at Bitnami.
• Robert Munro was promoted to chief technology officer from VP machine learning. He joined Figure Eight from Amazon, where he led product for AWS’s first Natural Language Processing services in the Deep Learning team at Amazon AI.
• Alyssa Simpson Rochwerger joined as VP product. She previously was director of product management at IBM Watson, where she oversaw the development of a large portfolio of AI products including vision, speech, emotional intelligence and machine translation.
• Louis Monier joined the Figure Eight board of directors. He previously founded the search engine company Alta Vista and more recently served as head of the AI Lab at AirBnB.

Founded in 2007, Figure Eight is headquartered in San Francisco.

Crowdsourcing companies generated between $600 million and $800 million worldwide in 2016, according to Staffing Industry Analysts’ report, The Gig Economy and Human Cloud Landscape: 2017 Update.