Traditional newsrooms are transforming dynamically through their interaction with Artificial Intelligence tools.

Matthias Döpfner, CEO of Axel Springer SE, envisions a future where the company becomes a “purely digital media entity,” highlighting the potential of AI tools such as ChatGPT to elevate independent journalism and streamline newsroom workflows.

For INMA board members, AI isn’t just a buzzword; it’s a “top top priority,” a “revolution of how we are working,” and a “game changer,” according to a presentation by INMA Executive Director Earl Wilkinson during Media Innovation Week in September.

This powerful tool is ushering in a new era of innovation, efficiency, and engagement in the media world.

Using AI assistants in news publishing

AI assistants in editorial support create highly personalised user experiences with content.

Based on results at Ring Publishing, these tools increase user time on a Web site by 8%. This means that by using AI-based assistants, editorial teams can streamline their processes and deliver content that resonates more deeply with readers, ultimately leading to higher user engagement and longer stays on their sites. This benefits both content creators and their audiences.

AI technology is becoming a vital tool in creating editorial articles, much like search engines or spell checkers in the past. What makes AI so effective is its ability to analyse vast amounts of information and generate content suggestions on a scale that humans alone cannot achieve.

However, the ultimate decisions regarding content, tone, and context remain in the hands of editors and authors. This fusion of human and Artificial Intelligence ensures the articles are efficient and thoughtful.

Resistance to implementing AI in editorial processes often stems from the fear it may replace humans. However, AI solutions can be tools that support editorial teams in tedious tasks. They act as valuable allies that streamline workflows, offer suggestions, and increase productivity. Adopting AI tools (like these four) does not mean displacing human talent; on the contrary, they support creative work.

The evolving dynamics of news production

C-suite’s perspective on GenAI is a dynamic mix of optimism and curiosity, according to a survey conducted at the INMA World Congress in May 2023:

• Among representatives of 68 media companies, 51% said they saw AI as an attractive opportunity for greater efficiency, recognising its potential to improve their operations significantly.
• Meanwhile, 49% viewed AI as a way to increase productivity and achieve better results with available resources.
• In this innovation landscape, 44% saw AI as an experimental frontier with unpredictable results, highlighting the intriguing journey ahead for the media industry.

The survey reflects the different attitudes of executives toward GenAI, highlighting a future in which its role in media will continue to evolve and inspire innovative strategies.

AI solutions in the newsroom

AI-based solutions, such as article summaries, have introduced efficiency and innovation in editorial processes. Through meticulous content analysis, which involves identifying keywords and contextual relationships, the system produces concise, consistent, and informative summaries.

Specifically, the GenAI Bullets Suggestions significantly decrease the time required to publish breaking news. This leads to the swift delivery of real-time information during critical events, as evidenced by its outstanding performance during the recent parliamentary elections in Poland, where it demonstrated remarkable speed and accuracy.

Many CMS extensions rely on AI to support the content creation process. One example is Story Score, which provides real-time information to the editor to optimise the article being created.

Predefined rules, such as using keywords, length of headlines, and adding media, are shown in the article creator panel. While working on the article, they give the author tips for better text optimisation. The real-time creation of editor-driven content is strategic for increasing time spent on the site and boosting SEO-based traffic.

The Story Score extension streamlines content editing and provides guidance, revealing a strong correlation between a higher Story Score and increased time spent on articles. Our internal reports show a 60% increase in time spent on articles with a high Story Score, showcasing the effectiveness of AI in optimising content for audience engagement.

Despite the transformative power of AI, fear of implementation remains a significant obstacle. Concerns about redundancy, data privacy, bias, ethical dilemmas, and the loss of control over increasingly autonomous systems hinder adoption.

Addressing these concerns through transparency and team education is crucial to harnessing the benefits of AI responsibly and integrating it into our lives and industries.

As AI continues to evolve, its growing role in newsrooms promises to enhance efficiency, engagement, and the overall quality of content creation.

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