“We use data science to actually determine who is most likely to subscribe or take an action within our product — it takes a lot of the data signals based on what you're doing in the product, what we know about you, and merges those things together to give us a signal as to whether or not you are likely or unlikely to subscribe.”

AI Propensity Models Predict Who Will Subscribe Before You Ask Them

The Weather Company uses ML propensity models trained on in-product behavior and contextual signals (including weather conditions) to score each user's likelihood to subscribe. High-propensity users get more prominent premium prompts; low-propensity users are left to enjoy the free experience. The key caveat: models must be continuously tuned as economics and competition change — a set-and-forget propensity model drifts into misleading territory.