AI in Media: Transforming Audience Engagement with Personalization and Community

At Arc XP Connect London, an event focused on the latest in publishing and digital innovation, industry leaders gathered to discuss how artificial intelligence (AI) is transforming audience engagement. The panel discussion, “Reimagining Engagement: AI’s Role in Connecting with Audiences,” featured insights from Aliya Itzkowitz, Manager at FT Strategies, Madeleine White, VP of Marketing at Poool and Co-Founder of The Audiencers, and Lisa Anzinger, Enterprise Lead at Echobox. Together, they examined how artificial intelligence is shaping the future of media and publishing, especially in enhancing—rather than replacing—the human creativity essential to audience connection.

This article breaks down their insights on leveraging AI to navigate some of publishing’s most pressing challenges: growing audiences, deepening engagement, and making content more personalized and efficient. In a world where digital trends shift quickly, this conversation underscores AI’s potential to empower journalists, marketers, and content creators, giving them more time to focus on what they do best—crafting stories and building communities.

Human Creativity in the Age of AI

One of the main themes of the panel discussion was the irreplaceable role of human creativity and empathy in storytelling. Itzkowitz noted that “the art of finding and telling a story requires human empathy.” This human touch is something that AI, no matter how advanced, cannot replicate. Rather than viewing AI as a replacement for creativity, the panel emphasized its role in freeing up time for journalists and content creators to focus on the aspects of storytelling that resonate most with audiences.

White highlighted the need to reassure teams about AI’s potential. She said, “We need decision-makers on board to show journalists that AI can enhance their jobs, not replace them.” To achieve this, she suggests directly engaging journalists by asking, “What part of your job do you find inefficient or unenjoyable?” This helps identify tasks that AI can take on, allowing journalists to focus on their strengths in research and writing while AI manages time-consuming tasks like transcriptions and content optimization. These strategies promote a clear view of AI as a valuable ally in the newsroom.

Personalization at Scale

The power of AI-driven personalization emerged as a pivotal theme. Anzinger highlighted how AI enables tailored content delivery across platforms. “AI can analyze extensive data to ensure the right content reaches the right audience at the right time,” said Anzinger. At Echobox, for example, AI customizes each newsletter for individual readers, curating content based on interests, reading frequency, and optimal send times. AI’s ability to sift through vast datasets allows it to identify when each subscriber is most likely to engage, adjusting timing, topics, and frequency accordingly. This targeted approach has yielded impressive results, with some clients seeing a 53% increase in open rates and a 42% rise in click-through rates—clear evidence of AI’s impact on effective personalization.

White echoed the importance of this personalization: “A homepage can be very general if it’s just created by humans. But if AI brings in new information, we can adapt it to fit each user.” She advocates a balanced approach, suggesting that about 80% of a homepage should be personalized while the rest remains general to serve broader interests.

While supportive of AI, White also champions manual approaches, especially in the context of subscriptions. “There are certainly tasks that can’t be done by humans to the same extent. But in the business of subscriptions—when trying to determine the right paywall for the right user at the right time—there’s great power in doing that manually first. It helps us understand our audience better and see how each segment reacts to different experiences. There’s a lot we should learn, test, and even fail at before embedding that knowledge into AI.”

Building Communities Through AI

The panelists agreed that, in a digital era filled with vast amounts of content, fostering community is what differentiates successful publishers. White shared her perspective on community building, emphasizing that “community is the differentiator for every publisher.” In an environment where AI-generated content is becoming ubiquitous, publishers need to provide unique spaces where readers can engage with content—and each other.

By offering interactive features such as AI-powered chatbots, live blogs, and even AI-generated comment responses, publishers can cultivate active communities that keep readers coming back. White noted that some organizations are already experimenting with these features, creating an environment where readers feel as if they’re having “a conversation with a community,” even if some participants are AI bots. This allows for a blend of human and AI interaction that fosters a sense of belonging and engagement.

White encouraged publishers to “be more fun with AI instead of scared of it.” She shared a notable example from a Northern European news organization that launched an AI bot to rate users’ Christmas trees. Readers submitted photos of their decorated trees, and the bot provided a playful rating—sparking viral engagement. This kind of lighthearted interaction “humanized everything a bit,” White explained, giving people a chance to enjoy the novelty of AI while creating a memorable community experience.

Navigating Buy vs. Build in AI Development

Deciding whether to build AI solutions in-house or purchase them is a dilemma many publishers face. Itzkowitz, reflecting on FT’s recent report on the buy-versus-build debate, highlighted the challenges of maintaining AI models amid rapid technological advancement. “The models are evolving so quickly, so it’s crucial to consider whether investing in an in-house system is wise,” she said. Large organizations with extensive archives may have the resources to train AI models internally, but the upkeep can be substantial.

For smaller or resource-limited organizations, White and Anzinger advocated for starting small. Anzinger recommended focusing on AI solutions that address current barriers—such as automating social media posts—before moving to full-scale automation. This phased approach allows companies to learn and adapt their AI usage gradually, ensuring that they remain agile and cost-effective.

To explore this debate further and discover insights on the best approach for your organization, be sure to check out our article on the buy vs. build discussion.

Looking Ahead: AI’s Role in Audience-Centric Publishing

As the panel concluded, the discussion circled back to the future potential of AI to put audiences first in publishing. “I’m excited to finally put audiences first, and I think that’s what AI allows us to do,” White said, explaining that AI enables more nuanced audience segmentation. Rather than deploying a one-size-fits-all strategy, publishers can use AI to create tailored experiences for individual readers, ultimately enhancing lifetime reader value.

Itzkowitz expressed her excitement about the creative applications of AI, especially as organizations become more comfortable with the technology. The next phase, she believes, will be a more engaging and interactive news environment designed to reconnect with younger and disengaged audiences. By striking a balance between personalization, creativity, and community, publishers can leverage AI to drive meaningful connections with readers in ways that transcend mere content consumption.