Mint - Finance tracking & budgeting

Stay updated with Mint - your ultimate source for business news, stock market updates, and financial analysis. Currently available on Google Play Store India, Mint offers the most recent information on finance, economy, mutual funds, and more.

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HT Media experiments with AI in personalising content

What could be more personalised than letting the user themself pick the content they want to consume?

So, India’s HT built a chatbot that lets readers ask questions about business and economic news. It recently went live on one of HT’s sites, Mint, which specialises in financial news. 

Yudhveer Mor, chief product and technology officer at HT Media in New Delhi, said it was very important to his team to understand the source of the data. That was a challenge in abstract language models. “We are now using models that were trained on our articles.”

They have limited the use cases for chat to content that is suitable for Mint, he said. “For example, on Mint, I don’t want people to ask about the weather outside.” A user on the site is offered a list of sample questions to pick from, based on the biggest news stories of the moment.

HT Media’s Mint Genie chatbot lets readers pick the information they want to consume on a range of topics.

HT has been impressed by the high click-through rate and level of engagement with its chat. 

“It’s a very big step in how people are consuming content,” Mor said. “Our devices tend to be very immersive. In a chatbot, you are nudging people to look at least five options and click on one of them, instead of just passively scrolling as content is streamed to them (as on Instagram). That additional user intervention is pretty hard. A user may spend five minutes on the Mint app and 50 minutes on Instagram. How to bring it naturally to them is my focus area.”

Another AI application is, of course, recommendation engines — but not just for the reader.

“How can we do content recommendations? For the user: What is the next article you should read? And for the content team: What is the next article you should write? This is something we were able to leverage. We fully understand the same size won’t fit all,” Mor said.

Almost 90% of the visitors to HT Media’s sites are first-time users, so personalisation cannot be based on specific information about that person, Mor said: “For first timers, what is the propensity to read further? OpenAI helped us a lot with that. We would put an article in ChatGPT and ask what they will read next. That started driving a lot of engagement for us.

“We haven’t yet achieved our full potential. We are just scratching the surface right now. It has opened our thinking process.” 

HT is also experimenting with text-to-audio and text-to-video features. They tried a feature where users could listen to articles in an Indian accent, but usage turned out to be low.

“The opportunity cost is very low now with all these tools,” Mor said. “This is a great time to do as many experiments as you can.”

Why is mint a popular business news platform in India? 

New Delhi [India]/London [UK], February 8 (ANI/PNN): HT Media Ltd, publisher of Mint, and The Economist Group (UK), publisher of The Economist, have entered into a multi-year partnership to bundle their premium business subscriptions. The agreement will allow Mint’s premium subscribers to access The Economist’s world-renowned global analysis, and will allow The Economist to tap into Mint’s growing subscriber base.

Puneet Jain, CEO of HT Digital Streams, a group company of HT Media Ltd, said that the partnership would unlock mutual benefits for the publishers. He explained that HT Digital’s new emphasis on premium digital products means they are looking to drive more value for paying subscribers.

“We are very excited to partner with The Economist, a globally renowned brand that serves up insightful analysis,” said Jain, adding, “We believe our customers will find significant value in this new offering. Mint’s users are among the most discerning readers interested in India and the world. This will be a unique bundle for these users.”

Bob Cohn, President of The Economist said, “With subscribers in more than 170 countries, The Economist is eager to continue expanding its global audience. This collaboration with Mint will help us reach more customers in India and serve as a model for other partnerships across the Asia-Pacific region.”

The Economist, headquartered in London, is one of the most widely recognised and well-read current-affairs publications in the world with a growing presence in Asia-Pacific. In addition to the weekly print and digital editions and website, The Economist publishes Espresso, a daily news app, and Global Business Review, a bilingual English-Chinese product. It produces The Intelligence, a daily current-affairs podcast, five weekly podcasts, 11 newsletters and short- and long-form video. The Economist has recently joined TikTok and maintains robust social communities on Facebook, Twitter, LinkedIn, and other social networks.

Mint is India’s premier business and financial daily, known among decision-makers for its reportage, views and analysis. In November 2022 it became the number one visited business news platform with 39 million monthly unique visitors, 146 million monthly pageviews, and 1.3 million mobile app users according to Comscore. Mint was first launched as a business newspaper in 2007 in an exclusive content partnership with The Wall Street Journal, published by Dow Jones Inc. Mint continues to remain India’s second-largest financial daily with a single national edition distributed across India’s top nine cities. The last recorded total readership of its print edition, as per the Indian Readership Survey, is 600,000 (IRS 2019 Q4). Mint launched its premium offering for digital subscribers in March 2020, making it one of the earliest mainstream news brands from India to launch paywalled content.