Case Study: Omroep Brabant improves headline testing with Smartocto and ChatGPT

Omroep Brabant boosts headline CTR 19.3% with Smartocto

Omroep Brabant, a Dutch regional broadcaster, collaborated with the editorial analytics vendor Smartocto to explore if AI could assist their editors, who often struggle to generate compelling alternative headlines for A/B testing.

Smartocto implemented a solution using ChatGPT to generate headline suggestions. While ChatGPT produced a winning headline 23 out of 40 times, the uplift in click-through rate was lower than that of human editors (+9.2% vs. +19.3%). The solution proved valuable as a brainstorming tool, but Smartocto found the editor must remain in charge to ensure factual accuracy and brand alignment.

Omroep Brabant