1. Promote interaction
One of the most common ways news publishers are using AI and machine learning is through AI-powered algorithms to personalize content recommendations. This can help increase engagement and keep readers on the site longer.
The Washington Post is a pioneer in this field, using AI to personalize the news it provides based on readers' interests. The news organization initially used this model on its app, newsletter, and now on its homepage.
2. Adjust the paywall
There are many different types of paywalls. However, no matter the approach, the ultimate goal is the same: encouraging readers to subscribe.
One of these models, the dynamic paywall, uses AI to change the limit of free articles. Therefore, depending on different times, behaviors, and metrics, the automated paywall will help determine the consumer's propensity to pay, thereby helping to find potential readers.
AI will help optimize paywalls and identify the right potential readers.
New York Media, Neue Zürcher Zeitung and Der Spiegel are some of the prominent news publishers that have adopted this model over the years. They have used AI to determine individual paywalls, based on variables including geography, consumption habits and browsing behavior, as well as topics and devices used.
3. News production
This is the most typical field in the era of AI journalism. Currently, many newsrooms have applied AI to produce their own news articles, but most of them will be censored and rely on the data created by the newsroom itself (unlike chatbots that "stir" information online).
As one of the first news organizations to leverage AI for content creation, the Associated Press (AP) has been using AI since 2014 to create earnings reports summaries from publicly traded companies. This allows them to provide readers with important information quickly and accurately, freeing up reporters to do more creative work.
Along with freeing up reporters, the technology has allowed the AP to produce more content, even increasing it tenfold, producing more than 3,000 articles per quarter compared to just 300 previously.
Currently, major news organizations such as Bloomberg, New York Times, Reuters, Wall Street Journal and Xinhua News Agency have all used AI to help automate news production.
4. News release
Another potential benefit of AI is its ability to help newspapers that want to bring their stories to readers – wherever they may be. Politico has used AI to automatically turn its daily newsletters into podcasts. This makes it easy for their subscribers to follow the news even on the go.
If you take advantage of this AI model, it will be a huge time and human resource saver for many newspapers. Another benefit is that this technology opens up new distribution avenues without requiring much human resources and costs because everything can be reused.
5. Personalize content and advertising
Based on individual preferences, AI can personalize the news that newspapers deliver to readers. Its use is growing and has become very popular among large news organizations.
There are now 9,000 news organizations using the Taboola platform for this work. Newspapers like The Independent in the UK and Estado de Minas in Brazil have seen a 30% to 50% increase in traffic to Taboola-personalized homepage sections.
In addition to content, AI can also be used to deliver better advertising experiences. News site Condé Nast is now using machine learning to find patterns that can make advertising more contextual and personalized for readers.
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