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Just over a year ago, the Financial Times made a deeply consequential decision. Instead of relying on fixed rules to govern access to articles, it launched a new AI-driven paywall that learns on its own, deciding who sees content freely, who receives an offer, and what that offer should be. The impact was decisive. Conversion rates rose 92%. Progression through the subscription funnel increased 118%. Subscriber lifetime value jumped 78%. Just as importantly, the system reduced manual overhead, freed engineering capacity, and gave the FT confidence to pursue more ambitious reader-revenue strategies than static paywalls ever allowed. But here's the cool part. Those numbers matter not because they are exceptional, but because they are repeatable. | | |
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