The media industry is evolving rapidly, driven by the need for innovation and efficiency. With audiences seeking faster and more accessible information, Ringier Axel Springer Polska (RASP) took a bold step in reimagining the way users engage with content on its flagship platform, Onet.

The result? Onet Czat with AI, a cutting-edge solution designed to simplify access to trusted news and empower users with intuitive tools for smarter media consumption.

This case study explores how the project was conceived and implemented, and the transformative impact it has had on enhancing audience engagement and optimising media workflows.

The challenge: meeting the expectations of modern media consumers

For today’s digital publishers, keeping up with the expectations of media audiences is no small feat. Contemporary users seek:

• Immediate access to reliable, curated news and information.
• Simplified experiences that reduce content overload.
• Personalised tools that save time and offer real value.

For RASP, the solution was clear: Develop a seamless digital tool that could align with these expectations. The team envisioned a feature-rich service to simplify how readers consume, interact with, and benefit from Onet’s wealth of news resources.

The solution: introducing AI assistants

Onet Czat with AI was created as a user-centric platform to harness technology for smarter navigation, content consumption, and engagement. The system centered around three primary features to achieve these goals:

1. Interactive chat for instant engagement

Users can ask questions and receive immediate, accurate responses based on verified editorial content from Onet. Rather than scrolling through articles to find answers, they get seamless access to relevant information straight from the source.

2. Article summarisation

For readers short on time, Onet Czat with AI provides succinct summaries of lengthy articles. This feature highlights only the most critical elements, with links to the full article for those seeking additional depth.

3. Daily news round-ups

Designed for efficiency, this functionality delivers a streamlined briefing of the day’s most important stories. Users can quickly scan the headlines and gain a cohesive picture of current events without investing significant time.

Implementing innovation at scale

The implementation of Onet Czat with AI required both technological finesse and a commitment to user experience. By leveraging advanced programming and editorial insights, the RASP team focused on creating a solution that was not only innovative but deeply practical.

User-first approach

The success of Onet Czat with AI lies in its intuitive design. The interface prioritises accessibility and simplicity, ensuring users of all technical capabilities can easily engage with the features.

Editorial expertise

Content accuracy remained a top priority. Onet Czat’s responses are built on the foundation of trustworthy, in-house editorial expertise. All information is derived from professionally vetted articles, reinforcing Onet’s reputation as a reliable media source.

Iterative testing

Throughout development, Onet Czat with AI underwent rigorous testing phases to refine its features and address user feedback. This allowed RASP to optimise performance and ensure alignment with audience needs.

Strategic rollout

Initially introduced on the Onet Wiadomości platform, the tool reached a core audience of news enthusiasts. Coupled with promotional efforts, it rapidly gained traction and demonstrated its unique value.

Results and impact

The measurable benefits of Onet Czat with AI underline its value to both users and RASP as an organisation. Since its launch, the tool has delivered in several areas.

Enhanced user engagement

Article summarisation has become the most popular tool, making up 57% of total interactions. Additionally, Onet Czat’s interactive features resonate strongly with readers, offering greater personalisation and enabling tailored content experiences that foster deeper connections.

Audience-led growth

The tool has seen strong engagement from subscribers, with interaction rates several times higher than those of regular users. This indicates the platform is effectively capturing the attention of its most loyal audience, driving more active participation and overall satisfaction.

Operational efficiencies

By automating repetitive tasks such as article summaries and keyword searches, Onet Czat with AI has streamlined workflows for both users and the editorial team, reducing time spent on manual navigation and content discovery.

Improved reader insights

With every interaction, RASP collects actionable data on user preferences and needs. This enables the company to refine its content offer continually, ensuring alignment with audience expectations.

Key takeaways for media professionals

For publishers considering AI-enabled innovations like Onet Czat with AI, this case study highlights several strategic lessons:

• Center the user: Technology should improve user experience, empowering audiences with practical tools rather than overwhelming them with complexity.
• Leverage editorial trust: AI-based tools should enhance, not replace, human expertise. By anchoring responses in professionally curated content, publishers can maintain authority and build reader confidence.
• Optimise for efficiency: Readers value time-saving features like article summaries and daily news overviews. These tools reduce friction and encourage sustained engagement.
• Start small, expand strategically: Launching Onet Czat with AI on its news portal gave RASP a manageable way to test, learn, and scale, ensuring a robust rollout across platforms.

The rise of digital-first audiences presents both challenges and opportunities for publishers. By integrating AI-driven tools like AI assistants for users, companies can enhance engagement, streamline operations, and stay relevant in a fiercely competitive media landscape.

For RASP, the results speak for themselves. This forward-thinking solution transforms how people consume media while reinforcing their dedication to quality journalism. RASP exemplifies how technology, when used thoughtfully, can empower readers and publishers alike in navigating a rapidly changing digital world.

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