Earlier this month, we had the honor of being named the winner of the 2017 Digital Entertainment World (DEW) Startup Competition, which recognizes innovation in digital media. As one of twelve competing startups, we introduced a room full of leading investors, venture capitalists and digital media executives to our recommendation engine Genie, and explained why artificial intelligence and machine learning have an important role to play in the multimedia industry.
The thing is, although we at Grey Jean are often talking about using AI and machine learning for retail, the goals and application can be mirrored across industries. Publishers fundamentally want the same thing as retailers – but instead of targeting current and prospective customers with relevant products, they want to target current and prospective readers with relevant content.
In today’s crowded media world, relevance has become more important for publishers than ever before. The staggering volume of content saturating the internet gives readers easier access to more choices, meaning individual publications’ readership and subscriber levels are dropping to all-time lows. To combat dwindling subscribers, publishers must capture readers’ attention and connect with them through targeted content that is delivered at the right time and in the most appropriate channel.
Today’s consumers not only expect this, they prefer it. It’s no secret why Facebook is the most engaging site on the internet – every piece of content is tailored for each individual user.
AI can help publishers to identify and deliver content tailored to individual readers across all of their digital and print properties, creating more meaningful interactions. Genie, specifically, helps publishers better understand reader behavior across all publications and channels by creating a unique “fingerprint” for each reader. This fingerprint gives publishers new insights into each reader’s behaviors and preferences, enabling them to create more targeted editorial content. With Genie’s AI-powered insights, publishers can:
- Deliver messages from a publisher that are relevant to individual audiences;
- Create better digital marketing experiences that drive engagement and brand affinity;
- Personalize call-to-actions across digital channels; and
- Provide publishers with actionable data analytics and reporting.
Insights on a reader’s preferences and behaviors also provides value to a publisher’s brand partners. With AI, publishers can design new advertising packages to help brands more effectively engage with target audiences in a personalized and meaningful way. This in turn delivers maximum return on investment on a brand’s ad spend.
At Grey Jean Technologies, we believe data-based insights have a place in every industry. Everyone from retailers to digital publishers can benefit from better serving their customers through more personalized marketing. DEW was the next step in our journey to improve the customer experience across a wide range of industries, and we’re excited to see how it unfolds.