Hi - Team Lead from Condé Nast here. You're right in that WIRED and New Yorker readers are interested in ML, but that's not solely why we've invested. This work is driven by our platform research team (FORE) which produces predictive models for a [wide] variety of uses, primarily to deliver a better user experience for our readers.

For example, these models are directly integrated into our search, recommendation, SEO optimization engines. Those engines then power both our in-house CMS as well as the modules you see on the brand websites.

Presumably they're using this to sell handbags. Like to put "buy now" buttons under images on their properties or something.