The Times utilises an AI-powered ‘digital butler’ for personalised news

London-based British daily national newspaper The Times has announced that they have employed an AI-powered ‘digital butler’ named JAMES to serve personalised news. The publisher uses machine learning to grow loyal audience by delivering editorial content in the right format, time and place. Newsrooms across the world are increasingly using artificial intelligence for anything from facial recognition to producing automated content.

The development is The Times’ leverage to crack the mystery of audience engagement and brand loyalty. Their AI-powered tool JAMES, which stands for Journey Automated Messaging for Higher Engagement through Self-Learning, uses data to get to know the habits, interests, and preferences of readers, acting as a digital butler. JAMES analyses user habits.