How AI chatbots can be used to increase engagement - The Publisher Masterclass

One area publishers are exploring the use of AI tools for is keeping users on-site and surfacing vast archives of relevant, trusted content.

Zoe Coutinho, Product Director at the FT has been leading a team experimenting with AI chatbots on FT Professional. In this workshop, Zoe will outline the process they went through to implement the chatbot, and where they’re looking to next for AI-powered engagement.

You will learn:

• How to evaluate where AI products are (and aren’t) appropriate for building engagement on-site
• How to measure success and ROI for chatbots, and what signals to look out for
• Whether a build or buy approach is right for you

Masterclass lead: Zoe Coutinho

Zoe is Product Director at the Financial Times, with responsibility for FT Professional and FT Live. She has over 15 years of experience building great products, strong teams, and clear direction for companies including Cleo, Pollen, Reed and Wonga.

She is passionate about creating actionable strategies, setting teams up to succeed, and driving collaboration that gets real results.