Since 2018, Forbes has used an in-house AI tool called Bertie to help its writers work faster. Bertie suggests article topics, recommends headlines, surfaces relevant images, and can generate a rough draft of an article that a contributor then rewrites and polishes. It is aimed at Forbes' network of over 2,000 contributors, not the general public.

Bertie was launched in summer 2018 and described by Forbes' Chief Digital Officer at the time as "a bionic suit for our writers." It was built using Google Cloud tools including AutoML Natural Language and Vision API. The system analyzes a contributor's past work to suggest relevant trending topics, applies sentiment analysis to recommend headline options, and links related content inline. In early 2019, Forbes began testing a draft-generation feature — the AI would write a rough version of an article that contributors could edit and publish. Forbes reported doubling its monthly visitors in the period following Bertie's rollout, though this cannot be attributed solely to the tool.