When we launched the Tamedia Toolbox in 2024, it was little more than an experiment. The idea was simple: Create a safe space where a small group of colleagues could test AI ideas without risking disruption to our newsroom workflows.

What started as a single page with a handful of tiles quickly grew into something much larger. Today, the Toolbox has become a central tool for daily editorial work, used across Switzerland’s largest newsroom network by hundreds of journalists and producers.

Why a Toolbox, not just CMS integration?

Tamedia operates with an in-house CMS, which remains the heart of our editorial workflow. But not every tool belongs directly inside it. Some ideas are too experimental, too early-stage, or offer value only when used outside the standard publishing process.

The Toolbox became the perfect space for those cases:

• Testing ground: Before committing to CMS integration, new AI tools can be tested in the Toolbox with selected focus groups.
• Standalone value:  Some tools, such as brainstorming helpers or document converters, deliver benefits on their own without needing to be part of the publishing pipeline.
• Safe experimentation: Journalists can try out new approaches in a secure environment without the risk of training external LLMs on sensitive newsroom content.

The power of the prompt 

Among all its features, one has proven especially transformative: the Prompt Tester.

This tool allows us to test new ideas within minutes. We can run the same prompt against multiple large language models (LLMs) simultaneously, compare the outputs side by side, and iterate instantly. Instead of spending days building a prototype, we can see within minutes whether a prompt works — and, crucially, which model delivers the best result.

The Prompt Tester accepts inputs from different sources:

• Full article content from our newsroom.
• Free text, written on the spot.
• Uploaded documents, such as PDFs.

This flexibility has turned the Toolbox into a true innovation lab. And it goes beyond single-prompt testing: today we can also run prompt chaining — linking multiple prompts into workflows to see if a full sequence delivers consistent, reliable results.

Just as importantly, the Prompt Tester is not limited to the AI Lab, Tamedia’s internal team to evaluate, create and implement AI functionalities. Every employee can try out their own ideas, experiment with inputs, and share results.

If an idea shows real potential, colleagues can actively reach out to us for further development. This process ensures innovation doesn’t remain confined to the lab but becomes a shared newsroom activity.

From small test to newsroom adoption

Over time, the Toolbox has grown far beyond its initial scope. Currently, it provides access to approximately 40 tools — a combination of internally developed applications and carefully selected external recommendations.

Additionally, nine functionalities have been fully integrated into our CMS, including the automatic generation of image alt-texts and seamless translation into French or German. One of the most widely used features remains TamediaGPT, a secure chat environment that provides staff with a protected alternative to public LLMs.

The impact has been significant, both operationally and culturally.

On the efficiency side, the Toolbox has reduced redundant chatbot logins, saving approximately US$350,000 annually. More importantly, it has fostered a noticeable cultural shift: internal surveys show a +15.9% increase in positive attitudes towards AI in journalism and a 235% rise in overall optimism about the role of AI in editorial work.

What’s next

The Toolbox has grown from a side experiment into our central AI hub. It’s now the go-to platform for AI innovation at Tamedia, reshaping workflows and fostering a culture where AI is seen not as a threat, but as an everyday ally. Looking back, three lessons stand out from our journey:

1. Start small, scale fast. The Toolbox began as a test site for a handful of curious colleagues. Its rapid growth shows how important it is to give your employees a playground.
2. Keep workflows in mind. Not every AI tool fits inside the CMS. Creating a parallel platform gave us room to experiment without breaking core editorial processes.
3. Empower, don’t impose. Journalists embraced AI when they could test tools themselves, give feedback, and see immediate benefits. That made adoption far smoother than a top-down rollout.

As we move forward, our goal is to keep balancing experimentation with reliability: testing bold new ideas quickly while ensuring that only the most valuable tools make their way into the CMS and daily newsroom routines.

In other words, what started as a sandbox is now a cornerstone.

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