Turning audience data into editorial decisions
P&M is Colombia’s leading publication on advertising, marketing and media. We partnered with their editorial team to turn the signals their audience already generates into AI-powered insights that guide what they publish next.
“Newbrain is definitely a company I recommend working with. Together we built our AI agent from scratch, and it was a great experience in every way. Timelines were met, they helped us answer every question we had, and we delivered exactly what we set out to do from the start.”
Juanita Rico
Content Director, P&M
The data was there. The opportunity was using it.
P&M’s digital operation already generates a wealth of signals: web traffic, subscribers, newsletters and events. The opportunity was bringing them together in one place and turning them into decisions the editorial and commercial teams could act on, without waiting for someone to build a report.
Start with the questions the newsroom asks
We worked closely with P&M’s team to understand how they plan content, what they need to know about their readers and which decisions they make every week. Then we built an AI platform around those questions, adapting to their pace of work along the way.
The systems we built together
Each piece is designed around how P&M’s team plans, writes and sells.
Audience overview
A single view of key metrics, traffic trends, devices, sources and top-performing articles, with trending content compared across the last 48 hours.
Audience segments
Readers grouped into frequent, occasional, inactive and event participants, with what each segment reads, how it engages and the topics trending for each one.
AI editorial recommendations
Story ideas generated from audience behavior, each with a suggested headline, format, urgency, angle, target audience, coverage gap and the data behind it, plus an outline ready to use.
Conversational analytics agent
An AI agent the team can ask questions in plain language, like “What topics are growing among occasional readers?”, and get answers with charts. It shows how each answer was calculated and says so when the data can’t answer the question.
From scattered signals to a weekly editorial compass
Live in less than three months, on schedule
Web, subscriber, newsletter and event data in one place
AI-generated story ideas backed by real audience signals
Delivered more than originally planned
A conversation with Juanita Rico
Content Director at P&M, on building their AI agent and what it made possible.
“We got the dashboard exactly as we had dreamed it, and we were even able to include more than we had originally planned.”
What was the biggest challenge or opportunity you were looking to solve before working with Newbrain?
The main challenge was implementing this agent, and at P&M we didn’t have the knowledge to do it ourselves. We really needed an expert partner with the right know-how, and that’s when Newbrain came in.
Honestly, they understood exactly what we wanted, and they adapted really well to our pace of work. That’s how we launched it in record time, in less than three months.
What concrete results or improvements have you seen since we started working together?
For P&M, the result is clear: having this agent and the dashboard exactly as we had dreamed it. We were even able to include more than we had originally planned.
For us, that’s the concrete, tangible result of the project we set out to build together with Newbrain.
What has been the most valuable part of working with the Newbrain team?
First, their knowledge, without a doubt. They are true experts.
Second, their ability to understand what we wanted and what we needed, and to translate it into an agent. That wasn’t easy, it really wasn’t.
And their availability. They’re always on top of things, always willing to meet with us and understand what we need and how we can achieve it.
What would you tell another company considering working with Newbrain?
If another company were considering working with Newbrain, I’d tell them not to hesitate. Do it, and choose them every time, because they always deliver what they promise.
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