The Times: James - Your digital butler

The Times, a newspaper brand, increased engagement with its digital readers in the UK by launching an AI-driven butler called James to deliver tailored content.

Campaign details

Brand: The TimesLead agency: Merkle and Twipe

Campaign Overview

News UK's The Times wanted to increase engagement - and lower churn - by using AI-driven machine learning to make content more valuable to readers.

Strategy

In a digital world, why shouldn't each reader expect hyper-relevant content?

The issue for The Times was how to do this at scale without costs exploding.

A cross-discipline working party code-named Project James set out on two-week sprints.

Technology and data drove innovations in customer marketing, including a content engine built to deliver the right content...

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