The LavaCon Content Strategy Conference | 27–30 October 2024 | Portland, OR
Gordon Edall

Gordon Edall is Co-Founder and Chief Revenue Officer at His work commercializing Sophi for content-focused enterprises has led the AI-powered automation, optimization and prediction engine to win awards from Digiday, among others. Sophi is used by customers on four continents.
Prior to this, he was the Managing Director of The Globe and Mail’s innovation lab, Lab351. The lab focused on user experience and Machine Learning, which led to his role with Sophi. Gordon has also worked in the data science group at The Globe and Mail and managed the build out of an advanced analytic stack including the predictive modeling and recommendation systems the company relies on today. Earlier in his career, he was a journalist and worked in the TV industry.

Using AI and Automation to Drive Content ROI

When content is the sole product you sell, understanding the value of each piece is essential. The Globe and Mail is a 175-year old business that uses an AI-powered growth platform called that works alongside its writers to unlock the value of its content. Sophi autonomously curates 99% of its digital content across every page of its website, to automatically predict which stories will be the most valuable – not the most popular, but the ones that drive its business goals. Using a combination of predictive modeling, deep learning and optimization technologies, Sophi presents a best practice in using AI at scale to drive ROI. Learn how powerful, cutting edge technology is putting real world AI tools in the hands of content-focused brands that are building for the future.

In this session, attendees will learn:

  • How to make the most of your content to move the metrics that matter to you
  • How newspaper-quality automated content curation is attainable now
  • Why you should start thinking about what you can automate today
  • How to drive conversions and other business goals using AI-powered solutions like