Consumer behaviors are changing constantly due to the digital transformation, which also affects business models and alters revenue streams, so media professionals must address the issue to remain relevant.

An additional factor is the increasing influence of artificial intelligence, which they have to tackle as it is expected that AI will transform the way newsrooms work.

News media experts share their AI experiences

The 94th World Congress of News Media concluded last week in London, which was hosted by the International News Media Association (INMA). Delegates, including new media CEOs, publishers, editors, strategists, audience builders, revenue experts, and researchers, participated from top news media organizations from 50+ countries. Different workshops, conferences, study tours, and awards were part of the entire week’s activities, full of deeper insights.

Sky News Group’s executive chairman, David Rhodes, informed attendees that generative AI will be used in many different ways rather than people already using the tech in ways that are maybe not visible to the public eye. He stressed that there will be changes across the board and that everyone is engaged and alert for new innovation.

New Zealand-based NZME’s CEO, Michael Boggs, is also looking to leverage AI for his organization, as they are implementing human-trained AI voices on NZME radio. Giving an example of traffic news on the radio, Boggs said,

“There are 200 minutes of traffic news each week, which are monetized through ads,” and “AI will be used for that.”

Source: INMA.

Boggs said that NZME is getting good engagement as it is also creating stories with AI from the stock exchange announcements, and according to him, these stories are better than a “boring announcement.” He also said that his organization will expand the use of AI to many other things, for example, weather updates.

Job displacement is a major concern in the media

Aside from generative AI adoption for creative and business purposes, there are other concerns for media executives as well. Which are the employment challenges, as many think that AI may replace them, along with many other negative sides of it? According to the Italian newspaper IL Sole 24 Ore’s chief executive officer, Mirja Cartia d’Asero, generative has the potential to replace many roles if we evaluate the matter honestly; otherwise, it would be a lie.

She also highlighted that democracy can be harmed by AI, as she used the word, “killed” by AI disinformation for the democratic process, but she also pointed out that the final decision is what matters and that is with humans. She also said that rules and regulations must be in place for AI usage. Mentioning her newspaper, IL Sole 24 Ore, she said that they have set up an AI code. She said she is not pessimistic about the use of technology, but she thinks that the human factor is essential for retaining trust in journalism, which is at the moment much more needed than ever before.

Rhodes said that media companies should use AI to better connect with their audience by giving people news that they are looking for. Hearst UK CEO Vanneck-Smith also highlighted the human part of journalism, saying that “humans win over machines” because people prefer humans. He said that authenticity is more important in journalism than artificial intelligence or machines, as he said, “

“Humans will seek other humans.”

Like Paulo Coelho wrote in his famous novel The Alchemist, “life seeks life.” 

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