JAMES, Your Digital Butler – how The Times & The Sunday Times are personalising news triggers

Today we’re proud to be sharing findings from “JAMES, Your Digital Butler“, our collaborative project with The Times and The Sunday Times. Using machine learning and artificial intelligence, JAMES personalises the distribution of editions, through individualised newsletters. During this one-year Google DNI project, JAMES served over 100,000 subscribers of The Times with individualised newsletters compiled from the content of the daily edition using several optimisation algorithms.

The key takeaway from our year long project is the impact JAMES was able to have, with 49% less churn observed. Learn how hyper-personalisation of news triggers have been able to achieve this reduction in churn in our new research report, available for download now.

Download Report

To see how you can bring JAMES to your news organisation, contact us today.


Twipe is a SaaS platform for edition distribution, creation, and analytics, used by leading newspapers across Europe. We are innovation leaders helping publishers like The TimesLe Monde and DuMont in the area of digital edition based publishing. Every month more than 8 million digital editions are downloaded from our platform.


Mary-Katharine Phillips
Media innovation analyst @ Twipe 

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