A cutting-edge solution simplified access to trusted news empowered Ringier Axel Springer Polska users, giving them intuitive tools for smarter media consumption.

In an INMA Content Strategies blog, Ring Publishing brand manager Agnieszka Leśniewska tells of the transformative impact Onet Czat had once launched.

“The media industry is evolving rapidly, driven by the need for innovation and efficiency,” she says. “With audiences seeking faster and more accessible information, RASP took a bold step in reimagining the way users engage with content on its flagship platform, Onet.”

The result, Onet Czat with AI, making media consumption easier and more intuitive for readers.

Leśniewska says the challenge was meeting the expectations of modern media consumers “For today’s digital publishers, keeping up with the expectations of media audiences is no small feat,” she says. “Contemporary users seek immediate access to reliable, curated news and information; simplified experiences that reduce content overload; and personalised tools that save time and offer real value.

“For RASP, the solution was clear – develop a seamless digital tool that could align with these expectations.”

The team envisioned a feature-rich service to simplify how readers consume, interact with, and benefit from Onet’s wealth of news resources, introducing AI assistants as part of the solution.

Onet Czat with AI was created as a user-centric platform to harness technology for smarter navigation, content consumption, and engagement. The system centred around three primary features – interactive chat for instant engagement, article summarisation, and daily news round-ups.

Users can ask questions and receive immediate, accurate responses rather than scrolling through articles to find answers, and readers short on time can enjoy succinct summaries of lengthy articles. The feature highlights only the most critical elements, with links to the full article for those seeking additional depth.

The daily news round-ups are designed for efficiency, and deliver a streamlined briefing of the day’s most important stories.

The implementation of Onet Czat with AI required both technological finesse and a commitment to user experience. By leveraging advanced programming and editorial insights, the RASP team focused on creating a solution that was not only innovative but deeply practical.

The success of Onet Czat with AI lies in its intuitive design – the interface prioritises accessibility and simplicity, ensuring users of all technical capabilities can easily engage with the features.

Content accuracy remained a top priority, with Onet Czat’s responses built on the foundation of trustworthy, in-house editorial expertise. All information is derived from professionally-vetted articles, reinforcing Onet’s reputation as a reliable media source.

Throughout development, Onet Czat with AI underwent rigorous testing phases to refine its features and address user feedback. This allowed RASP to optimise performance and ensure alignment with audience needs.

Initially introduced on the Onet Wiadomości platform, the tool reached a core audience of news enthusiasts. Coupled with promotional efforts, it rapidly gained traction and demonstrated its unique value.

Leśniewska says the measurable benefits of Onet Czat with AI underline its value to both users and RASP as an organisation. “Since its launch, the tool has delivered in several areas,” she says, “with article summarisation the most popular tool, making up 57 per cent of total interactions.

“Additionally, Onet Czat’s interactive features resonate strongly with readers, offering greater personalisation and enabling tailored content experiences that foster deeper connections.”

Audience-led growth

The tool has seen strong engagement from subscribers, with interaction rates several times higher than those of regular users. “This indicates the platform is effectively capturing the attention of its most loyal audience, driving more active participation and overall satisfaction.”

Additionally, there have been operational efficiencies and improved reader insights.

By automating repetitive tasks such as article summaries and keyword searches, Onet Czat with AI has streamlined workflows for both users and the editorial team, reducing time spent on manual navigation and content discovery.

With every interaction, RASP collects actionable data on user preferences and needs. This enables the company to refine its content offer continually, ensuring alignment with audience expectations.

Key takeaways for media professionals

For publishers considering AI-enabled innovations like Onet Czat with AI, Leśniewska says this case study highlights several strategic lessons:

-Centre the user: Technology should improve user experience, empowering audiences with practical tools rather than overwhelming them with complexity.

-Leverage editorial trust: AI-based tools should enhance, not replace, human expertise. By anchoring responses in professionally curated content, publishers can maintain authority and build reader confidence.

-Optimise for efficiency: Readers value time-saving features like article summaries and daily news overviews. These tools reduce friction and encourage sustained engagement.

-Start small, expand strategically: Launching Onet Czat with AI on its news portal gave RASP a manageable way to test, learn, and scale, ensuring a robust rollout across platforms.

“The rise of digital-first audiences presents both challenges and opportunities for publishers,” she says. “By integrating AI-driven tools like AI assistants for users, companies can enhance engagement, streamline operations, and stay relevant in a fiercely competitive media landscape.

“For RASP, the results speak for themselves. This forward-thinking solution transforms how people consume media while reinforcing their dedication to quality journalism. RASP exemplifies how technology, when used thoughtfully, can empower readers and publishers alike in navigating a rapidly changing digital world.”

Agnieszka Leśniewska

agnieszka.lesniewska@ringieraxelspringer.pl