Quartz as a global business & technology digital publisher strives to use innovation to engage with and influence early business and tech adopters disrupting the global economy. AI has been part of Quartz’s editorial DNA since 2015 with the launch of the Quartz AI News Chat Bot app, as well as using AI in the newsroom from 2016 to help identify key topics of interest of Quartz’s future-focused readers. This experience in leveraging innovation and the heritage in AI, aligned with the EY objectives to position itself as a leading digital transformation organisation with clients navigating regulatory complexities, resulting in new and engaging content formats that reciprocate an innovation-first approach to storytelling.

Quartz developed a new AI channel that was launched on qz.com, offering a destination for AI editorial content to sit and providing business and technology decision makers with a go-to hub on the latest innovations disrupting the world of AI. Unlike most content hubs, the AI channel sat front and centre of the Quartz site navigation.

As part of paid media package, EY worked with Quartz to build an immersive and interactive TAP course (bite-sized, interactive, digital lesson designed to “tap” through). This AI Stress Test TAP course takes users on a multi-slide journey centred on AI, offering a unique user experience where audiences ‘tap’ through the educational story; optimised for both mobile and desktop, and reflecting the EY brand objective to be a leader in innovation across all marketing channels.

With 72 slides and a CTA at the end linking to an EY white paper, this branded content experience aimed to deliver both education and engagement, positioning EY as a trusted advisor in AI, a critical differentiator in a crowded market. The key takeaways from the TAP Course include ‘AI’s Promise Comes with Pressure’, ‘The EY Responsible AI Framework’, and ‘Driving Real-World Impact with Confidence’ – all tying back to the core themes that resonate with EY audiences and positioning of facing the future of AI with confidence.

Quartz utilised existing EY insights, assets and subject matter professionals to create a unique full-screen storytelling user experience that positions the brand as a true thought leader in the ever-evolving digital transformation and AI space.

EY secured exclusive paid media presence on the Quartz AI channel for the first six months of going live, offering prominent placements across all display and video placements as well as a permanent EY AI TAP Course promotional unit sitting towards the top of the channel. This provided the perfect fit for getting the Face of the Future creative and EY AI content in front of the audience in the most contextually relevant environment, reinforcing the EY strategic positioning as a leading organisation in AI.

Further to this and understanding the Quartz audience’s preference for email as a channel for engagement, EY also held the exclusive paid media rights to the new Quartz AI Brief newsletter that was shared with a wide audience of global business decision makers weekly, offering multi-touch point engagement across the campaign.

In addition to this, the paid media package included building interactive high-impact display units from existing EY creative assets, that provided an immersive user experience and showcased the campaign hero assets across the Quartz AI channel, and through targeted display placements.

EY case study content was also integrated into native placements on the front page of the Quartz AI channel providing further proof points around EY AI capabilities.