Quartz, the digital news brand, is no longer just telling people the information they need to know.

Instead, the New York-based publisher is creating tools – fueled by artificial intelligence – that enable readers to interact with its stories.

“Our challenge is to write stories that you can talk to on a number of different platforms,” Emily Withrow, director, Quartz Bot Studio, explained to delegates at SXSW 2019. “You can talk back to the stories; you can type things; you can choose options; and the story really works and adapts to you.

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Emily Withrow, Director, Quartz Bot Studio

“In the Bot Studio, for example, we do a lot of what I would call ‘choose-your-own-adventure’ type storytelling. That’s not, maybe, the most accurate way to put it, but it does have that feel to it.”