Media: subscription offers personalised by AI
— the original publication date is known to the year only
An identical offer for everyone always leaves value on the table. AI makes it possible to adjust the proposition to each subscriber's profile.
The context
For a publisher, the propensity to subscribe — and to stay — varies widely from one reader to the next. Offering everyone the same deal amounts to ignoring those differences.
How AI comes in
On the digital subscriptions of Corriere della Sera, an AI model (Vertex AI and Gemini, on Google Cloud) analyses each reader's behaviour and generates the best-suited offer in real time: standard, retention-oriented or revenue-oriented. So this is personalised pricing by profile, rather than a price that would follow market demand.
What it means for you
Personalised offers are not reserved for the media: any subscription or catalogue with strong recurrence can benefit. On this case, the partner reports around +20% subscriber retention — a communicated result, to be validated in your own context.
A public company case, restated by Blue Lemon Agent for illustration. No affiliation.
Editorial responsibility. This article is reviewed and approved before publication by the publication director, Ronan Le Boulaire, who bears editorial responsibility for it (see the legal notice). Writing-assistance tools may be used beforehand; no text is published without that human review.
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