Jagran New Media recently developed a content recommendation engine, using funds from the Google News Initiative.

Speaking at the INMA South Asia Media Festival, Bharat Gupta, chief executive officer at Jagran, shared ways in which the company is using technology to deliver content.

“The idea was to serve relevant content based on a user’s interest during a time of the day,” Gupta said. Over the course of a day, a user might consume different pieces of content during different time periods of the day.

“So, how do you customise your content offering so that it gets served in that pattern? We spent about three months trying to develop the coding, the AI or ML that was required, and arrived at a personalisation model.”

Gupta said this model has helped Jagran to increase its user engagement by more than five times.

Banner photo courtesy of Ketut Subiyanto from Pexels.

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