Marketing ops · Production

TIME builds an interactive Generative AI experience with Scale AI for Person of the Year

The problem

TIME needed to rapidly build a unique, immersive, and safe AI experience that went beyond static articles and generic chatbots, while preserving editorial integrity and trusted journalism—with a two-month delivery deadline.

Workflow diagram · grounded in source
1
Reader initiates interaction
trigger
“Readers can ask TIME AI questions like: "What are Donald Trump's plans for foreign policy?"”
2
Fine-tuned model processes request
ai_action
“Scale integrated fine-tuned models from its partner OpenAI to provide the chat, summarization, and translation capabilities, and ElevenLabs for audio functionality. Scale fine-tuned these models on TIME's vast archives of proprietary art…”
3
Guardrails validate response
validation
“Scale implemented comprehensive guardrails for the system by drawing on extensive previous red-teaming and AI safety work done for the U.S. Government and Fortune 500 enterprises. To tune the TIME AI guardrails, Scale used in-house red-t…”
4
Audio output via ElevenLabs
integration
“ElevenLabs for audio functionality”
5
Multimodal content delivered to reader
output
“The TIME AI experience includes text and audio summaries, voice interactions, translations, audio, and conversational chat, enabling readers to immerse themselves in the history and background of the Person of the Year.”
Reported outcome

TIME extended its audience, expanded accessibility, and increased engagement, gaining recognition across the technology, media, and advertising industries as an innovative leader.

Reported metrics
Proposal to production deployment timeless than two months
Attack vectors testedOver 7,000
Languages supportedseven languages
Audience and engagementextended its audience, expanded accessibility, and increased engagement
Show all 5 reported metrics
proposal to production deployment timeless than two months
attack vectors testedOver 7,000
languages supportedseven languages
audience and engagementextended its audience, expanded accessibility, and increased engagement
industry recognitionrecognition in the technology, media, and advertising industries
Reported stack
Scale AIScale GenAI PlatformOpenAIElevenLabs
Source
https://scale.com/customers/time
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

TIME extended its audience, expanded accessibility, and increased engagement, gaining recognition across the technology, media, and advertising industries as an innovative leader.

What tools did this team use?

Scale AI, Scale GenAI Platform, OpenAI, ElevenLabs.

What results were reported?

Proposal to production deployment time: less than two months; Attack vectors tested: Over 7,000; Languages supported: seven languages; Audience and engagement: extended its audience, expanded accessibility, and increased engagement (source-reported, not independently verified).

How is this marketing ops AI workflow structured?

Reader initiates interaction → Fine-tuned model processes request → Guardrails validate response → Audio output via ElevenLabs → Multimodal content delivered to reader.

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