Leading Media Brand Across Europe

A major media brand operating across Belgium, the Netherlands, and Denmark, with over 80 TV, radio, newspaper, magazine, and digital platforms, reaches more than 15 million people every day. Known as a market leader in news and entertainment, and celebrated for its digital innovation, this media powerhouse employs over 5,300 staff, including 2,000 journalists, generating over €1.7 billion in annual revenue.

Challenge: From AI Hype to Real Business Value

Amidst the excitement around generative AI, the company faced a familiar challenge: moving beyond the hype and transforming AI potential into real, tested use cases that create tangible business value. They wanted to ensure their investments would lead to meaningful impact rather than just experimentation.

Strategic Approach: Structured Innovation and Collaboration

To tackle this, they embarked on a structured journey. It began with inspiration sessions and workshops to spark ideas and align stakeholders on what AI could realistically achieve. Next came the definition of promising use cases, carefully prioritizing those with clear potential for impact. They then embraced a growth-hacking approach to rapidly implement and test these ideas in the field. Throughout the process, internal teams collaborated closely with AI experts to coach and refine the development of successful cases.

Example Use Case: Personalized Paywall Content

One standout example was their approach to personalizing paywall content across 55 magazines and newspapers. Instead of relying on static editorial content, they developed a system that adapts paywall messaging daily and weekly. This personalization was tailored based on each reader’s profile in their Customer Data Platform and the specific content preferences of the publication. They ran A/B tests comparing AI-generated personalized content to traditional human-written editorial, measuring which resonated better with readers.

Result: Significant Increase in Subscription Conversions

The results were impressive. This dynamic and personalized paywall strategy drove a significant increase in subscription conversion rates, proving the value of moving from AI hype to tested, scalable solutions. By harnessing AI thoughtfully, the media brand not only strengthened customer engagement but also reinforced its position as a digital innovator in a competitive market.