How to bring newsrooms into the business of news
Practical tools and insights on leveraging AI in newsrooms, moving away from news in favour of journalism, using data to guide decisions, and building a more durable, loyal audience
Scope of the Initiative
Newsroom and AI insights
How to improve automation, augmentation, verification, workflow optimisation, content discovery, personalisation, productivity, quality, speed, experimentation, data fluency, audience intelligence, transparency, trust, creativity, insight, foresight, transformation, efficiency, and impact.
Understanding the value of journalism
User needs and quality metrics serve as important guideposts for expanding audience and engendering loyalty.
Revamping content strategy
Ensure your content strategy is reflective of the audience’s interest in multimodal storytelling and “liquid content.”
Creating a data-fluent newsroom culture
Evolving into a data-driven newsroom, including what that means and how to measure success, will be a key focus.
2025 year-end Town Hall of the Newsroom Innovation Initiative
Deliverables
Newsletter
Get bi-weekly Newsroom Innovation Initiative newsletters in your inbox. Sign up here
Webinars
Join newsroom peers for practical members-only Webinars.
Master Class
How to smartly integrate AI in newsrooms is the focus of the October Newsroom Innovation Master Class. We will delve into a range of best practices, telling a case study-driven story for the news industry. See schedule here
Report
Download our latest reports on newsroom innovation. Click here to view.
Conferences
Join us for the World Congress AI-First Newsroom Seminar in Berlin. Learn how how artificial intelligence is reshaping journalism from reporting workflows to audience engagement and newsroom operations.
Ask me anything
Corporate members may connect with Newsroom Innovation Initiative Lead Sonali Verma for private briefings on newsroom innovation. Contact INMA
Upcoming Newsroom Innovation Initiative Events
Latest Newsroom Innovation Initiative Blog Posts
Mission
The mission of the INMA Newsroom Innovation Initiative is to bring newsrooms into the business of news. The INMA Newsroom Innovation Initiative was approved by the association’s Board of Directors and implemented February 1, 2022, and was augmented for 2026 to dive deeper into the practicalities of leverage AI for newsrooms.
Newsroom Innovation Initiative Lead
Sonali Verma is the Newsroom Innovation Initiative lead for INMA. Sonali is an independent consultant working on digital transformation projects. Sonali recently spent nearly five years with The Globe and Mail’s Sophi, prior to which she worked more than a decade for Canada’s newspaper of record in audience and editorial roles. She had prior stints at Bloomberg, CNBC, and Thomson Reuters. She has worked in Toronto, Singapore, Delhi, London, Hong Kong, and Manila.
