In late 2025, Forbes launched an AI-powered paywall that changes what it shows readers based on how likely they are to subscribe. Casual visitors might see a soft prompt, while frequent readers get a more direct subscription offer. The system is designed to convert more readers into paying subscribers by showing the right message to the right person at the right moment.

The dynamic paywall was tested with 20% of Forbes' audience starting October 17, 2025, and fully launched on November 14, 2025. It uses behavioral data and machine learning to distinguish between one-time social media visitors and regular readers who are more likely to pay. Results from the initial rollout were significant: mobile subscription conversions increased 400%, desktop conversions rose 174%, average subscriber lifetime value increased 119% on desktop and 325% on mobile, acquisition costs dropped 13%, and Forbes saw a 30% year-over-year increase in subscribers. CEO Sherry Phillips described the paywall as central to Forbes' strategy to reduce reliance on search traffic, which declined approximately 40% in 2025 due to changes in how search engines display results.