Google LLC is highlighting some of the capabilities of its public cloud infrastructure after landing a major new customer: Telegraph Media Group Ltd., which publishes The Telegraph, one of the U.K.’s most popular newspapers.

The Telegraph said today it’s migrating its entire information technology infrastructure to Google Cloud Platform after using its G Suite productivity platform since 2008. The company has also used Google Cloud’s analytics services since 2016, which meant that it was well aware of Google’s cloud capabilities prior to the switch.

“We have always worked closely with Google as they help us to provide our readers with great experiences on our digital products, collaboration software and internet scale through search,” said The Telegraph Chief Information Officer Chris Taylor.

The newspaper said it believes that by running its operations on Google Cloud, it can deliver content faster, provide more compelling experiences for its readers and reduce its environmental footprint.

One of the benefits of using Google’s cloud is that the Telegraph can better analyze the tons of data it gathers on reader interactions with its content each day. The idea is to analyze each story in real-time in order to better hone its content strategy, the paper said.

The Telegraph will also be making use of Google’s artificial intelligence capabilities. For example, its AutoML service will be used to classify content for Telegraph journalists and make it more discoverable, allowing them to link relevant items in the stories they write. In addition, AutoML will help classify the paper’s library of stock photos so journalists can find the most appropriate visuals for their stories.

Personalized experiences should get better too. The Telegraph’s new My Telegraph service, currently in beta, delivers personalized content to readers who sign up based on their interests, or their favorite journalists. The paper built the new service using Google’s application programming interface platform Apigee.

The Telegraph is also using Google’s AI services to predict demand for physical copies of its daily newspaper. As the best selling newspaper in the U.K., it typically prints hundreds of thousands of copies each day, but sometimes thousands of copies might go unsold. The idea is to use machine learning in order to optimize print production and maximize sales while minimizing waste.

Google has published a case study detailing further information on how The Telegraph is using its cloud.

Image: The Telegraph