A survey of how publishers like BuzzFeed and TIME use AI in audience data strategy: segmentation, personalisation, testing and predictive modelling, with AI treated as strategy support rather than plain automation.
Benefits & outcomes
Sharper audience segmentation and personalisation.
Predictive modelling of audience behaviour.
Data activation across platforms with less manual stitching.
Notes & quotes
"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 mention: 13/05/2025
Source: https://research.therebooting.com/how-publishers-are-using-ai-to-own-relationships?utm_source=substack&utm_medium=email