Since 2021, Forbes has used a platform called ForbesOne to personalize what articles and content each reader sees on Forbes.com. The system analyzes over 600 data points about readers' behavior to predict what they want to read next and serve relevant content — similar to how Netflix recommends shows, but for business journalism.

ForbesOne was developed over 18 months and launched in 2021. It synthesizes data from more than 70 datasets to create audience segments and power site-wide content recommendations. The platform uses machine learning to categorize content by topic and sentiment, and includes propensity models — algorithms that predict whether a given reader is likely to subscribe, register for an account, or cancel their subscription. Forbes' Chief Technology Officer described ForbesOne as core infrastructure that now powers both the reader-facing experience and the company's advertising business. The platform reaches Forbes' audience of over 140 million monthly readers.