A machine learning (ML) based automated search system receives an entity information document including a plurality of entities and identifies new entities that are similar to the plurality of entities which are not included in the entity information document via automated searches. Entity intelligence reports are generated for the plurality of entities which are further used to extract search terms. The search terms are used for executing automatic searches for documents with relevant portions. The documents are further analyzed to identify other, new entities which are not included in the entity information document. Entity intelligence reports including information regarding the new entities are also generated. Significant attributes are determined for the entities. The significant attributes are further employed in ranking the new entities so that top ranked new entities are identified. Alerts can be generated based on the information regarding the new entities.