How India's leading newspaper is using AI to increase engagement.

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

At the AI ​​Summit in Bengaluru, India, last week, Nagaraj Nagabushanam, Vice President for Data and Analytics at The Hindu, noted that The Hindu's AI news project is unrelated to news reports edited by journalists.

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

The online interface of The Hindu newspaper. Photo: WAN-IFRA

For example, there might be a special article about the election, and a news report would be created around that article to explain why it's important and why readers should read it.

Furthermore, The Hindu is also exploring ways 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 significant readership of certified public accountants, so if needed, they can create a newsletter specifically targeted at that audience.

"We asked the public accountants to select the articles they liked, and then we fed that data into a model. This model then indicated that, out of the 800-900 scattered articles we published in the past week, these were the 25 most appealing to the public accountants," he said.

One capability of AI is creating content based on target groups or segments. Nagabushanam explains, "Being segment-based means you can write an article and then ask yourself, 'How can I make this article more appealing to certified public accountants?' To do this, AI will help refine the text, potentially adding references and terminology that are very specific to the target audience."

In the discussion following the event, The Hindu Group's CEO, LV Navaneeth, emphasized that retaining readers is crucial for generating revenue.

"Interaction plays a big role in retaining readers. So we use AI in notification models: What type of notifications should be sent to which audience on the app to enhance engagement... I think it would be great to integrate these AI elements into the workflow itself," Navaneeth said.

"For example, one of the things we've tried to do in terms of content is to integrate all solutions 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-and-giu-chan-doc-gia-post304118.html