AsiaOne: Driving productivity and brand safety with automated content classification
Boosts productivity by 50% and reduces misclassification by 95% with automated content classification
Enhances user engagement by 40% through more relevant content delivery
Improves ad targeting and ensures brand safety, leading to new business opportunities
Frees up resources for strategic tasks by eliminating manual content tagging
By implementing Google Generative AI solutions, AsiaOne automated content classification, delivering more relevant content to users and enhancing engagement and interaction.
By implementing Google Generative AI solutions, AsiaOne automated content classification, delivering more relevant content to users and enhancing engagement and interaction.
The integration was straightforward. We collaborated with Google engineers to fine-tune the AI model, which became a standalone application on our Google Cloud environment.
Edmund Chua
Head of Consumer Insights and Analytics Group, AsiaOne
In the digital media industry, the demand for tailored and engaging content is rapidly increasing. Delivering the most relevant news to diverse audiences requires extensive content classification and curation, which are manual and time-consuming processes.
As a leading digital news and media company in Singapore, AsiaOne is known for its bold, catchy, yet trustworthy reporting. However, their desire to serve the most suitable content to every audience was hampered by the manual content tagging process. "Content classification was a painful process. It was time-consuming and subjective, leading to inconsistent results," says Edmund Chua, Head of Consumer Insights and Analytics Group at AsiaOne.
To automate the content classification process, reducing the reliance on manual efforts and overcoming scalability issues, AsiaOne turned to Google generative AI solutions, including Vertex AI and Gemini. "The integration was straightforward. We collaborated with Google engineers to fine-tune the AI model, which became a standalone application on our Google Cloud environment," explains Chua.
AsiaOne's tech-driven culture and close collaboration with Google engineers were key to successfully integrating the AI solutions into their content workflows. Google provided expert guidance and support, ensuring that the AI models were accurately trained to meet AsiaOne’s specific needs.
Building customer trust with better accuracy, efficiency, and credibility
Without granular content analysis capabilities, AsiaOne struggled to provide precise targeting and brand safety assurances to clients. Companies with stringent brand-safety requirements needed confidence that their ads would appear in appropriate contexts, something the manual processes could not guarantee.
By leveraging Vertex AI’s large language model (LLM), AsiaOne has revolutionized its content strategy and client engagement processes. Chua explains, "Previously, our analysts had to manually go through each piece of content, categorize it, and ensure it was correctly tagged. This process was time-consuming and prone to human error. Now, with the Content Classification Model built on Vertex AI, this happens instantly and accurately, freeing up our team to focus on more strategic tasks."
Finally, we can analyze what users are really reading and the styles that resonate with them, which has increased our appeal to high-value advertisers and improved our content performance by 40%.
Edmund Chua
Head of Consumer Insights and Analytics Group, AsiaOne
The Content Classification Model automatically classifies and tags content based on various attributes such as topic, style, and relevance. For instance, when a journalist uploads an article, the AI analyzes the content in real time, tags it with appropriate labels, and categorizes it for targeted distribution.
With Google generative AI, AsiaOne can analyze what users are interested in and what resonates with them. "The deployment of the Content Classification Model allows us to advise clients on user preferences and to use these insights to help clients choose the right content angles and personalities for their campaigns," says Chua. "Finally, we can analyze what users are really reading and the styles that resonate with them, which has increased our appeal to high-value advertisers and improved our content performance by 40%.”
One of the most remarkable benefits of this AI integration is its impact on client solutions, particularly in terms of ad targeting and brand safety. For example, the AI system ensures that major airlines' ads are only displayed in contexts that align with their brand image and safety standards. This level of precision was previously unattainable with manual processes. "Our ability to accurately classify and target content has significantly boosted our appeal to high-value advertisers," says Chua.
Operational efficiency has also been a major benefit. The elimination of manual content tagging has boosted productivity by 50%, reduced misclassification by 95%, freed up resources, and reduced operational costs. Analysts were redeployed to more strategic roles, such as developing new content strategies and exploring innovative media solutions. This shift has enabled AsiaOne to respond swiftly to market demands and audience preferences, maintaining its competitive edge in the marketplace.
Harnessing AI-driven solutions to improve the user experience
We're excited about the potential of AI to transform our business even further. With Google's support, we aim to continue innovating and delivering exceptional value to our readers and clients.
Edmund Chua
Head of Consumer Insights and Analytics Group, AsiaOne
Building on the success of its automated content classification system, AsiaOne aims to delve deeper into Google Cloud's suite of AI solutions, such as Gemini for Google Cloud, to refine its content strategies and improve user experiences.
One of the key areas AsiaOne plans to explore is hyper-personalized content creation and delivery. By leveraging AI to analyze user behavior and preferences in real time, AsiaOne can develop content tailored to individual readers.
AsiaOne is also looking to leverage the multimodal capabilities of Gemini for video and image classification. "We are working toward classifying not just text, but also video content, images, and social media products like GIFs and memes, to provide more comprehensive and accurate content recommendations and insights," explains Chua.
AI can also be used to enhance its content repurposing strategies. By analyzing successful content and adapting it for different formats and audiences, the company aims to maximize the reach and impact of its most engaging stories. For example, a well-performing article could be converted into a video segment, infographic, or social media post. AI will then identify the most relevant formats and channels for different audience segments, optimizing content distribution to match user preferences.
AsiaOne believes that AI-driven insights and automation will become integral to its strategic planning and daily operations. "We're excited about the potential of AI to transform our business even further. With Google's support, we aim to continue innovating and delivering exceptional value to our readers and clients," states Chua.
AsiaOne is a digital news and media company headquartered in Singapore. It is recognized as one of the country's top pure-play digital content sites, providing readers with fresh perspectives on current events, packaged in a relevant and relatable way that truly matters. Covering the latest trending topics in news, entertainment, lifestyle, digital culture, and finance, the company engages audiences from Singapore, Malaysia, and across the region. With nearly three decades of experience, AsiaOne consistently stands out with its off-center and on-trend style of bold, catchy, yet positive and trustworthy reporting.
Industry: Media & Entertainment
Location: Singapore
Products: Generative AI on Google Cloud, Vertex AI, Gemini
