BuzzFeed, the 12-year-old digital media company that launched with notorious clickbait listicles like “17 Pets Whose Weird Fur Markings Will Make You Love Them Even More”, now seems to be everywhere on the web.

The company creates more than 1,200 pieces of content every week. And this material is distributed through its own sites as well as 400-plus accounts on ten different social-media platforms, including more than a hundred Facebook pages alone.

But behind the seemingly random mix of rankings, cute-kitten photos, cooking videos, and hard-hitting BuzzFeed News articles…

… is a data-driven approach to content creation and distribution that increasingly depends on automation and artificial intelligence (AI), according to Gilad Lotan, BuzzFeed’s vp/head of data science.