Forbes launches dynamic AI paywall as it ramps up post-search commercial diversification plans

Forbes has launched an AI-powered dynamic paywall as it looks to make subscriptions a larger slice of its revenue pie.

The publisher began rolling out the dynamic paywall to 20 percent of its audience on Oct. 17, and launched it today (Nov. 14) to the entire Forbes audience. 

The move is part of Forbes’ broader push to diversify its commercial revenue for a post-search media era where open-web traffic, and the ads that ride on it, can no longer be taken for granted, according to Forbes CEO Sherry Phillips.

Last month, the publisher revealed at Digiday’s Publishing Summit Europe that it saw a 40 percent decline this year in search referral traffic. But it is already moving past that, gleaning useful insights from ChatGPT prompts to create new audience cohorts.

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