How India's Leading Newspaper Uses AI to Boost Engagement

The Hindu is using AI to help refine and develop content and services to appeal to specific audiences. One example of this is the way they personalize some of their newsletters.

At the AI ​​Summit in Bengaluru, India last week, Nagaraj Nagabushanam, Vice President, Data and Analytics, The Hindu, noted that The Hindu’s AI newsletter project has nothing to do with the news stories edited by journalists.

However, AI can be useful for summary-style news feeds that contain links to multiple articles. AI can also generate lists of articles around a given topic, then provide a brief summary for each article.

The Hindu's electronic interface. Photo: WAN-IFRA

For example, there is a special article about the election, and a newsletter would be created around that article to explain why the article is important and why readers should read it.

Additionally, The Hindu is looking to use AI to tailor content to specific audiences. For example, they have a business newspaper called Business Line. Nagabushanam notes that they have a fair number of chartered accountants as readers, so if needed, they could create a newsletter that is targeted just to that audience.

“We asked CPAs to pick articles they liked, and then we fed that data into a model. The model then figured out that out of the 800 to 900 odd articles we published in the past week, these are the 25 articles that are most interesting to CPAs,” he said.

One AI capability is to generate content based on a target group or segment. “Segmentation-based means you can write an article and then ask yourself, ‘How can I make this more appealing to chartered accountants?’ To do that, AI will help refine the text, perhaps adding references and industry jargon that are very specific to the target audience,” says Nagabushanam.

In a post-event discussion, The Hindu Group CEO LV Navaneeth stressed that reader retention is important for reader revenue.

“Engagement is a big part of retaining readers. So we use AI in our notification models: What kind of notifications should be sent to which audience on the app to increase engagement… I thought it would be great to integrate these AI parts into the workflow itself,” Navaneeth said.

“For example, one of the things we’ve tried to do on the content side is integrate every solution into our CMS system,” he said. “Similarly, any AI solution to increase reader revenue or advertising revenue, we try to integrate with our subscription management system.”

Ngoc Anh (according to WAN-IFRA)

Source: https://www.congluan.vn/cach-to-bao-hang-dau-an-do-su-dung-ai-de-tang-tuong-tac-va-giu-chan-doc-gia-post304118.html