Schibsted Reports Subscription sales Lift Following AI-Powered Personalization Rollout
OSLO, norway – schibsted,โ a leading Nordic media group, has seen a positive impact on subscription sales following the implementation โof a new AI-powered โpersonalization model, the company revealed today. Theโ model, built on aโข foundation of rigorous data analysis and machine โlearning, identifies key user preferences to deliverโ moreโค relevant content recommendations.
The project, initially undertaken โขby a small team, โฃinvolved sifting through 158 potential data points to identify just a dozen truly impactful features for predicting user โbehavior. Whileโฃ model advancement proved relatively straightforward, scaling the โnecessary infrastructure presented a notable challenge,โ according to Schibsted’s team. The success underscores a โgrowing trend in the media industry: โขleveraging artificial intelligence not just for content โขcreation, but for driving revenue through enhanced userโข engagementโ and targeted subscriptionโค offers.
Schibsted’s approach โฃcombines static rankers with machine learning models, utilizing aโค custom feature store to understandโข individual user tastes. “Weโค really dug into the user dataโ we could getโฃ our hands on, โand used a mathematical approach to determine โคwhat really mattered – what features are useful, and which ones are just noise,” explained Schmitz, a member of the development โฃteam.
The company is โnow expanding the solution across multiple newsrooms and transitioning โขto Tecton, a managed feature store, to streamline onboarding for its various brands. Schibsted is utilizing orchestration tools like Flyte and an in-memory database alongside AWS DJL (amazon Web Services Deep Java Library) for โefficient model inferencing.”By unifying feature availabilityโ and expediting onboarding for various brands, we’re confident โthisโฃ change will further enhance user experiences across our newsrooms,” Schmitz said. When reflecting on the project,Schmitz stated,”Set more developers on it” would have been his primary adjustment.