Case
Transforming media engagement with generative AI
Table of contents
Client & sector context
TrustMedia is the advertising division of Mediafin, publisher of Belgian financial newspapers De Tijd and L’Echo. With a broad portfolio of digital platforms and strategic initiatives such as ESG District, TrustMedia connects advertisers with highly engaged audiences. In recent years, Mediafin has explored AI to modernize both editorial and commercial processes, aiming for efficiency and personalization at scale.
Challenge
Mediafin’s first steps with AI-powered chatbots showed the usual pitfalls: limited accuracy, poor user experience, and low scalability. Their FAQ bots often failed to provide relevant answers, lacked multilingual capability, and could not handle complex document-based queries. At the same time, creating and distributing content — from magazine descriptions to audio ads and retention campaigns — was a labor-intensive process, requiring significant resources and time.
TrustMedia needed a future-proof AI strategy to:
- Enhance chatbot performance across multiple platforms.
- Automate repetitive content creation tasks.
- Enable personalization in communication at scale.
Approach & solution
Together with Dignify, TrustMedia embarked on a phased AI program:
- AI chatbot improvements: Built a new RAG-powered chatbot for ESG District, capable of answering questions in Dutch, French, and English. By integrating vector databases and contextual document analysis, the bot delivers precise answers — complete with source references — across thousands of documents.
- Content automation: Introduced generative AI to automate editorial and marketing content workflows. Magazine descriptions and radio ad scripts, which previously took hours or days, can now be generated in minutes while maintaining consistent tone of voice.
- Personalized retention flows: Developed AI-powered email sequences that tailor messages to different subscriber groups, boosting relevance and engagement.
The implementation followed an agile roadmap: proof-of-concept, internal testing, compliance sign-off, and gradual rollout — ensuring security and trust at each step.
Results & impact
- Accuracy leap in chatbots: RAG-based FAQ bots now deliver highly relevant, multilingual answers with full source traceability.
- Content creation efficiency: Editorial and commercial teams save hours per campaign, with audio ads produced in just 20 minutes.
- Retention boost: Personalized email sequences improve subscriber engagement and are showing promising results in ongoing tests.
- Scalability: The solution is designed for expansion across multiple Mediafin platforms and future AI use cases.
Client testimonial
“DPG Media seriously embraces GenAI technology, and thanks to Dignify’s expertise, we have accelerated our GenAI project since September 2023. We see Dignify as a strategic GenAI partner.”
— Joshua Kreuger, Manager Experimentation & CRO, DPG Media
Closing insights
TrustMedia’s AI journey highlights how media companies can leverage generative AI not just for efficiency, but to create new forms of engagement. By combining automation with personalization, the media sector can scale smarter — delivering content that is faster, sharper, and closer to the audience.
