• by Ray Schultz , October 26, 2023

Forbes has beta-launched a news search tool called Adelaide, working with Google Cloud, the publisher announced on Thursday. 

Adelaide, which will eventually be available to all 150 million Forbes readers, will allow visitors from across the globe to receive AI-driven personalized recommendations. 

Adelaide generates individualized responses to user queries. Using Google Cloud Vertex, it will comb through Forbes’ content archive from the past 12 months. 

Forbes claims it is one of the first major news organizations to provide personalized recommendations using generative AI.

In 2019, also working with Google Cloud, Forbes introduced Bertie, an AI-based tool that provided recommendations to Forbes journalists regarding their writing style.

“Forbes was an early adopter of AI nearly five years ago – and now AI is a foundational technology for our first-party data platform, ForbesOne,” says Vadim Supitskiy, chief digital and information officer, Forbes. 

Supitskiy adds, “Adelaide is poised to revolutionize how Forbes audiences engage with news and media content, offering a more personalized and insightful experience from start to finish.”

Adelaide, created in-house by Forbes' tech and data team, was named after the wife of Forbes founder B.C. Forbes.

Forbes is now working to enhance the models used in Adelaide to provide more personalized and contextual experiences, the company says. 

Anil Jain, global managing director, strategic consumer industries, Google Cloud, states, “From the publication of its first magazine more than 100 years ago to becoming a modern digital platform, Forbes has always been an innovator with technology.”  

“By building Adelaide using Vertex AI Search and Conversation, Forbes is bringing a more personalized experience to their entire audience,” he adds.