Publishers are increasingly leveraging artificial intelligence to enhance their audience data strategies. This involves using AI for improved segmentation, personalization, testing, and predictive modeling to foster deeper relationships with their audiences. The approach shifts AI’s role from mere automation to enabling smarter audience strategies through better data infrastructure.
Benefits & outcomes
- Enhanced audience segmentation and personalization.
- Improved predictive modeling for audience behavior.
- Streamlined data activation across platforms.
Notes & quotes
“AI is less about automation for its own sake and more about enabling smarter audience strategy through improved segmentation, personalization, testing, and predictive modeling.”
“The problem isn’t that publishers lack data—it’s that no one owns the strategy.” — Will Barker, Principal Customer Success Manager, BlueConic.
“Even asking the right question requires fluency—and most people aren’t fluent.” — Gilad Lotan, Head of AI, Data Science, and Analytics, BuzzFeed.
Publisher / company: Various Publishers (e.g., BuzzFeed, TIME)
Date of case study: 13/05/2025
Source: https://research.therebooting.com/how-publishers-are-using-ai-to-own-relationships