Internet advertising is a difficult business model, thanks in part to that all-important clickbait. So a new startup that offers to do away with the real news and deliver clickbait-lite instead has started gaining traction.

London-based Wordflow was created to provide an alternative, less visually intense news format, targeted toward people who are browsing the internet and not reading traditional news. The startup uses artificial intelligence and machine learning to generate computer-generated content that corresponds to the news cycle and gives users a short summary of what they are about to read.

Without blatantly being a case of fake news, Wordflow is significantly designed to cut down on clickbait.

Through an automated news production service and a crowdsourced editorial team, the startup combines content creation with external research, copyright protection, and quick turnaround times to reduce the amount of time it takes to produce tailored content that is less time-intensive and not unlike the “clickbait” of yesterday.

The startup has already targeted advertisers in the financial services, sports, and advertising industries, to produce English language news text that is 100 percent news, according to a statement.

“Innovation remains the only form of alternative income,” the company says in its statement. “Rather than contributing to a finance sector that shows no signs of a recovery, a simpler, more human approach to the digital content will lead to better storytelling and the potential for higher employee retention, thereby enabling better outcomes for industry and the audience.”

Back in 2017, the company had signed up investors such as Bloomberg CEO Daniel Doctoroff and former Dean of Duke University’s Fuqua School of Business Bob Sutton, and now claims to have recruited a wide range of brands such as Uber, Nestle, and Bird, among others.

Read the full story at Quartz.

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