How AI can be used to connect publishing operations

Q: How?

A: AI has a way of sneaking into our lives quietly. One day you wake up and it is everywhere: a plug-in here, a dashboard there, a clever experiment in product development. AI is most powerful when it sits across the whole organisation, using the data you already have and turning it into action that drives results. At ESco, we have built ‘Aimee’, our internal assistant, which is already learning key tasks and streamlining operations.

Think about a forest. A single tree is impressive, but what makes a forest thrive is the network of roots and fungi beneath the surface. This system moves nutrients and signals between trees, keeping the whole forest healthy. Connecting your publishing data is like building that root system, linking information so it can work together. When one tree is under attack, others send support. This is what AI offers publishers. It is not just about connecting systems but making them adaptive so they know when and how to act, boosting efficiency and profitability.

Turning data into action

For years, publishers have been laying the groundwork: digitising workflows, cleaning data, integrating systems. Those are the foundations. But foundations are not the house. The real step forward is when AI uses that foundation to do something: automating the repetitive, surfacing insights before you ask, and suggesting new ways forward.

Subscriber retention

Take subscriber retention. Most publishers still piece together the picture manually: one person reviews historical churn data, another checks campaign metrics, another forecasts retention rates, and then a decision is made. That is a lot of time spent just to get to the starting line. AI can sit across all that information, spot the groups most at risk, and personalise a retention offer automatically or flag the right message for a manager to approve.

This is the heart of the opportunity. The vision is not just better reporting or prettier dashboards, both separated into silos, but a smart assistant that understands the business end to end and can act. Imagine being able to ask:

• Which campaigns brought in the most loyal subscribers last quarter, and how can we replicate that success?
• Which articles are driving conversions among new readers, and how can we optimise our content strategy?
• What would happen to revenue if we changed the pricing model, and what is the best growth strategy?

Then imagine the assistant taking the next step: suggesting budget reallocations, highlighting which content to promote, or modelling pricing scenarios so you can decide faster and with confidence.

Where to start

So where do you start? The first step is still getting the data right. Clean records, tag content, connect the systems that matter. But do not stop there. Once the foundation is in place, ask: where could AI remove friction or add speed? Which tasks could be automated? Which decisions could be made with faster insight? This is where transformation begins. The technology is advancing quickly, so once you connect your data, the benefits expand over time.

This is not about taking humans out of the loop. It is about freeing them to do higher-value work. When mundane tasks are automated, teams can focus on strategy, creativity, and testing new ideas. AI becomes the quiet partner that keeps operations running smoothly while humans focus on the work only they can do, driving innovation and growth.

Building trust and culture

Culture matters. People need to trust what the AI is doing. That means being transparent about how recommendations are made, showing that they are based on good data, and building confidence through early wins. When teams see the technology amplifying their impact rather than replacing them, adoption becomes natural.

There are still questions to address: bias in algorithms, copyright implications, even the energy cost of running models. Publishers who start now will be the ones shaping the future, not reacting to it.

The shift to intelligent, connected operations is not just another tech upgrade. It is the next stage of digital transformation. ESco has been focused on data for years and have the foundations in place. Now it is time to focus on the intelligence that sits on top. Build the roots, let the system think, and turn data into action.

Q: What are your three top tips?

1. Get your data in shape. Clean records and connected systems are the fuel that lets AI actually deliver results.
2. Let AI take the boring stuff. Automate the routine so your team can focus on creative and strategic work.
3. Prove it with small wins. Be transparent, show early results, and build trust as you go.

ESco has supported publishers and membership organisations for over 40 years, delivering subscription management, fulfilment, customer service, data insight and technology solutions that improve engagement and revenue. We are testing AI applications, such as our assistant Aimee, designed to learn routine tasks and highlight opportunities that help clients work faster and smarter.

Email: alistair.wood@esco.co.uk

Website: www.esco.co.uk