AI is not an isolated initiative, but rather fully embedded into the core strategies of leading news organisations.

Or as Bonnier News Local editorial director Pia Rehnquist put it at WAN-Ifra’s Paris AI Forum, “AI is not a strategy. It is integrated into our strategy.”

Twipe’s Danny Lein – to whom, our thanks for these insights – says the forum brought together key industry players to discuss the rapidly evolving role of artificial intelligence in the news ecosystem.

“While last year, many publishers were still very sceptical and hesitant, this year it seems many publishers go ‘all in’ and are embracing this disrupting new technology.”

Rehnquist told how Bonnier – with more than 150 newspapers – had leveraged AI to improve operational efficiency, boost product offerings, and explore new, innovative news formats.

What Bonnier News Local’s integration of AI shows is that AI integration is a marathon, not a sprint. Their print automation project, which resulted in a 25-30 per cent cost reduction in its first year, took two years to fully integrate across 30 newspapers. “This deliberate approach ensures a sustained, beneficial impact on business outcomes.”

She said AI could help boost three main pillars, efficiency, revenue generation and innovation.

Efficiency gains were most evident in processes like print automation and customer service. For instance, AI chatbots at Bonnier resulted in a 50 per cent reduction in email queries. For decision-makers in technology and operations, this shows how targeted AI deployment can streamline internal workflows and significantly reduce costs.

In the area of revenue generation, companies such as KSTA Medien, Ringier, Mediahuis and Bonnier were leveraging AI to personalise content and support editorial decisions. Amélie, an AI editorial assistant integrated into Bonnier’s CMS, assists journalists with headline suggestions and content summaries, providing support where it’s most needed. This integration has enhanced the quality of content while allowing journalists to focus on creating meaningful stories that resonate with audiences.

Innovations in AI are also changing how news is consumed and interacted with. Bonnier’s experimentation with synthetic voices and conversational interfaces allows users to interact with articles, providing new ways to deliver traditional journalism in more accessible forms. Such innovations are crucial for product and marketing teams looking to engage younger audiences who value interactivity and personalised experiences.

Lein said the forum also emphasised the importance of ethical guidelines and caution: “AI brings opportunities that must be balanced with ethical considerations.”

As Mediahuis Netherlands chief executive Rien van Beemen highlighted, experimentation from within the organisation is vital, but so are clear guidelines to ensure that journalistic integrity is preserved.

Mediahuis, with a 21 per cent profitability on news media, leverages this financial stability to explore AI-driven opportunities while carefully balancing the core mission of providing unbiased, high-quality journalism.

The overarching message was that AI will be a significant part of the future, but it must be guided by human oversight. AI is most effective when it augments human effort rather than replaces it. Whether it’s helping journalists craft better stories, providing personalised reader experiences, or even experimenting with AI-driven news chats, human expertise is still central to ensuring these innovations benefit the news ecosystem sustainably.

From Ringier chief innovation and AI officer Petra Ehman came an analysis of the percentage of the population being actively employed in the UK since 1850. Through various industrial disruptions, the employment rate has been remarkably constant and may continue to be so even with the introduction of AI.

“That said, we will certainly need to adapt and build new skills,” says Lein. “During a stunning master class on new video generation capabilities, Stanislas de Livonnière, head of the data and innovation team at Le Parisien, showed us examples of just how these new skills will be put to use.

“Indeed, he illustrated how with little input a very insightful short video can be created using tools such as Midjourney, Heygen, Runway, Kling and Elevenlabs.”

Tim O’Reilly, founder of O’Reilly Media, shared learning on digital disruptions over the past 40 years. In his presentation and related blog post ‘How to Fix “AI’s Original Sin”,’ he advocates for developing new business models and institutional frameworks that fairly distribute the value generated by AI systems among all contributors. He emphasises the need for a balanced approach that fosters innovation while respecting the rights of original content creators.

“A refreshing view and a hopeful call to action to the audience,” says Lein.

“To help journalists harness digital tools, NOZ/mh:n MEDIEN established an internal coaching team. However, they quickly realised the team was too small to support the numerous journalists needing frequent guidance and training effectively. In response, the team developed an AI-driven coaching bot capable of providing 24/7 support. This bot enables journalists to seek on-demand assistance, ask knowledge-related questions, and receive timely feedback.

“Recognsing the cost and speed constraints of processing large data sets with AI, the team implemented a ‘retriever’ system. This system pre-filters and reduces the data before it is analysed by the AI. This approach helps manage costs and improve processing speeds by ensuring only pertinent information is considered in AI analyses.

“With the groundwork laid by the retriever system, the AI can operate more efficiently. The coaching bot uses this refined data along with provided instructions and chat history to generate responses and support for journalists. This not only makes the bot more responsive but also more contextually aware, enhancing its ability to assist effectively.

Finally, he adds “the real question: What can AI not do”, quoting Rehnquist’s answer to her own question, “probably the most important question of the day as there are so many opportunities now possible with this new technology.”

With thanks to Twipe and Danny Lein

Pictured: Pia Rehnquist during last year’s WAN-Ifra World News Media Congress in Taipei (photo WAN-Ifra)