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Lucy X. Wang, BuzzFeed
Matchmaking Audiences
to Content
#AI8SAIS
BuzzFeed
2#AI8SAIS
3#AI8SAIS
A vast network of social channels
• 10+ platforms
• 400+ accounts
• 1200+ pieces of
content published a
week
4#AI8SAIS
But how do we scale our curation?
5#AI8SAIS
By mimicking human curation
6#AI8SAIS
3 use cases for AI
1. Surface relevant content for each channel
2. Surface evergreen content
3. Automate publishing
7#AI8SAIS
Case 1: How do we recommend
relevant content for each channel?
8#AI8SAIS
Content too often slips through the
cracks
9#AI8SAIS
Training on human curation data
10#AI8SAIS
A language-based relevance model
11#AI8SAIS
Predicting relevance from titles
12#AI8SAIS
Consolidated into one model
13#AI8SAIS
Examples
14#AI8SAIS
Impact
15#AI8SAIS
unlike rate remains stable
Case 2: How do we find evergreen
content to re-circulate?
16#AI8SAIS
Taking advantage of evergreen posts
17#AI8SAIS
2016
55K clicks
2018
36K clicks
A model based on content and traffic
performance
18#AI8SAIS
Not much human curation data
19#AI8SAIS
timely
evergreen
Our labelling proxy
20#AI8SAIS
timely?
Handling poorly-labeled data
21#AI8SAIS
Modeling with uncertainty
22#AI8SAIS
!"#$"%&'() =
!
+,(.()+
+
1
+
234 ,(.()+
Examples
23#AI8SAIS
Impact
median clicks per post doubled
(+108%) with addition of
evergreen recommendations
24#AI8SAIS
unlike rate remains stable
Case 3: How do we automate
publishing?
25#AI8SAIS
Mixing human and AI curation
26#AI8SAIS
Optimal scheduling model
27#AI8SAIS
Trying all scheduling times
28#AI8SAIS
How do we validate these models?
29#AI8SAIS
Limits of AI validation
30#AI8SAIS
The loop isn’t complete without
humans
31#AI8SAIS
Gathering user feedback
32#AI8SAIS
Adapting to feedback
33#AI8SAIS
Human decisions will always be key
34#AI8SAIS
35#AI8SAIS
Human decisions will always be key
19M views
800,000
simultaneous
viewers
33M views
Thank you!
36#AI8SAIS

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Matchmaking Audiences to Content with Lucy Wang