Story Portrait
Year
2022
Overview
The New York Times and Droga5 wanted to showcase what it means to be a subscriber in a creative way. They turned to us to use AI to help them achieve a personalized experience within their mobile app, a textual 'Story Portrait' that’s as unique as every subscriber.
Approach
A Personalized Visualization for Every Times Subscriber
Story Portrait used data from subscribers to help bring their reading history to life. The experience, launched in the NYT App, created a textual representation of every subscriber with the click of a button.
By tapping into the times data about the articles individuals most engaged with the experience assembled a unique ‘Story Portrait’ with the help of AI that users could reveal and share on social media platforms.
Technology
Finetuned on the Times content and guidelines
To make the campaign possible we needed to come up with a brand-safe way of generating people’s Story Portraits. To do this we opted for an approach where we pre-computed over 100,000 pieces of content and used a classical data science algorithm to display the best combination to the user.
By building an AI system and fine-tuning an LLM using thousands of articles, human written examples, and the New York Time’s editorial guidelines, we were able to deliver content at scale that retained factuality and enable the project to launch on a tight timeline.
“Subscribers can make their own unique Story Portrait, a personalized, headline composite composed of the Times journalism they read and interact with the most. The in-app experience analyzes each subscriber’s reading habits to develop a custom, shareable journalism headline.”
Powering a Campaign
Story Portraits were generated for real Times subscribers like Quest Love and featured in print ads, film, and OOH advertising.
Enabling limitless personalized content.
100k
AI generated content deliverables reviewed for brand safety and loaded into the Story Portrait app.
5.8b
Potential unique Story Portrait combinations reflecting the reading patterns of New York Times subscribers.
Collaborators: Droga5, and Hello Monday
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