interia.pl vs AI - From Experiment to Production Stage

Today, I’d like to focus on the changes I observe professionally. In 2023, Interia portal (one of Poland’s largest news and content portals, serving millions of users daily with news, email services, and various online content) conducted a groundbreaking experiment by putting the editorial control of their homepage in the hands of artificial intelligence. It was the first test of this kind in Polish media, demonstrating how AI handles tasks traditionally performed by human editors. Today, a year later, news has emerged that Interia is taking a step further by permanently implementing AI-based solutions in the portal’s mobile version. We’re seeing a complete UX redesign focused on users and adapting to changing content consumption patterns. AI optimization on interia.pl is already visible in practice, observable in automatically generated leads and article titles, though this process still requires refinement.

New functionalities, such as automatic summaries of key events or thematic content cataloging, in my opinion, signal a significant change in the approach to user interface design. This is a response to changing reader habits, who increasingly prefer quick consumption of content in summary form. If anyone is interested in this topic, I refer them to the idea of building a model reader in the article The maieutic method – enhancing AI with prompts.

Restructuring Information Architecture - New Trends

I’d like to point out that we’re witnessing the birth of a new trend in website design, where AI is no longer just an add-on but an integral element of information architecture. This is visible in three key areas:

1. Content Personalization - algorithms learn user preferences and adapt presented materials accordingly.
2. Mobile Optimization - emphasis on speed and clarity, using formats like “stories” or “video reels”. This is a trend you’ve surely noticed in social media, where platforms like Instagram or TikTok prioritize short video formats in their algorithms. It’s difficult to achieve reach without reels…
3. Hybrid Publication Model - combining traditional articles with AI-generated summaries. This is a crucial element that will make current websites less valuable unless they are semantically optimized for AI. We’re talking about predictably directing and building context, just like in Google robot indexing.

Competition and Competencies

This evolution also forces changes in the approach to SEO. Pages must now be optimized not only for humans and Google robots but also for AI systems that aggregate and process content. The matter of semantics and content analysis - these competencies will be crucial in the upcoming competition for search result positions, regardless of the degree of process automation.

Interia’s example shows that this revolution cannot be stopped, and the future of digital media is, whether we like it or not, a skillful combination of human creativity with artificial intelligence capabilities. This is not just a technological change, but primarily an evolution in how we think about designing user experiences online. Analyzing statistics for 15 years, it’s clear that time spent on websites is decreasing, giving a small window to attract users. Thus, the magic lies in designing and placing information in such a way that the bounce rate is as low as possible. Currently, this competency is being delegated to AI, which will serve content to users.

Sources

Interia First in Poland with Key Event Summaries on Mobile Homepage

Artificial Intelligence as Editor of Interia’s Homepage

• AI
• UX