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With Sub(x), Zuora can enable publishers to tailor offers to individual users while constantly improving its rates of success by learning from its past data. By updating continuously, the technology operates with far less oversight, freeing up internal resources to focus on other tasks.

Sub(x) also makes it easier for publishers to present different potential packages or unbundled subscriptions, such as paying for a specific newsletter, a monthly trial or annual access at a discounted price. 

“The end of A/B testing sounds hyperbolic, but that is exactly what AI unlocks,” Tzuo said. “It turns a paywall into a dynamic engine that feeds itself the information it needs to improve.”