The Quint’s has seen the average session duration of readers rise by nearly a minute to almost five minutes since the launch of its NewsEasy suite of AI features, according to Tarun Jain, the Indian digital-only news publication’s product head. He told WAN-IFRA’s Digital Media India conference in Chennai that the growth came from building tools around newsroom priorities rather than in place of them.
NewsEasy offers a structured reading experience that begins with an “In Short” summary – not a bulleted list but a short, editorially crafted entry point that ends with a teaser or question to draw readers further in. Deeper into the article, a “Big Points” section distils key takeaways, helping readers grasp core ideas without excessive scrolling. A Q&A module addresses anticipated queries and enhances understanding.
These features were originally viewed with scepticism by editorial staff, who worried they might lead to quicker exits. In practice, they’ve done the opposite. Jain also pointed to interactive weekly quizzes, vetted by editors, that add about 45 seconds per session and help build habitual reading.
Other AI-enabled features include audio playback of articles, powered by ChatGPT and designed for flexible navigation. These tools increase accessibility and are now housed in a “Quick Access Panel” used by around 5 to 6 percent of readers. That panel recently moved behind the paywall to reinforce its value to subscribers.
Gamification plays a major role too. A daily Word Jumble attracts up to 15,000 users, who spend 10 minutes on average per session. The “Keyquest” campaign, which gives new users tokens to unlock premium stories, introduces them to subscriber-only content in a tangible way. Meanwhile, the “Spin the Wheel” offer, giving users a chance to win discounts, lifted conversion rates by 20 to 25 percent, well above what standard display ads typically deliver.
These experiments come at a time when many publishers are struggling to persuade readers to pay. Industry experts have stressed the need to communicate openly with audiences and offer products with real utility. The Quint’s approach aligns with that, enhancing the paid experience through layered engagement rather than walling off core journalism.
At the same time, the rise of generative AI poses real challenges. The Quint’s fact-checking unit, WebQoof, recently highlighted a string of misleading posts built around AI-generated celebrity images – part of a growing wave of misinformation using synthetic visuals. This underlines the need for AI to be used responsibly, under proper editorial supervision.
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative was published on June 26, 2025, and there are no indications of it being recycled or republished from earlier sources. The content appears original and timely.
Quotes check
Score:
10
Notes:
The direct quotes from Tarun Jain, Product Head at The Quint, are unique to this narrative, with no earlier matches found online. This suggests the content is original or exclusive.
Source reliability
Score:
10
Notes:
The narrative originates from WAN-IFRA, a reputable organisation in the media industry, lending credibility to the content.
Plausability check
Score:
10
Notes:
The claims about The Quint’s AI-powered tools enhancing user engagement and subscription value are plausible and align with industry trends. The narrative provides specific examples of features like ‘In Short’ summaries, ‘Big Points’, and interactive quizzes, which are consistent with known strategies for increasing reader engagement.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is original, timely, and originates from a reputable source. The claims made are plausible and supported by specific examples, with no indications of disinformation or recycled content.
