A new INMA report highlights six GenAI trends that media should watch in 2025.

Written by generative AI initiative lead Sonali Verma, its final strategic report of the year was designed as a review of what INMA learned about GenAI in 2024, and what’s to come in 2025. 

The report, ‘Six Emerging GenAI Trends for Media to Watch in 2025’, discusses:

-how GenAI is driving personalisation;

-the impact on advertising and subscriptions;

-the rise of synthetic voices and AI-generated video;

-the emergence of conversational products;

-where human editors fit in GenAI-fuelled workflows; and

-uncovering patterns and insights in data.

The third GenAI report offered by INMA in 2024, it digs into the ways GenAI is being used and what that means for individuals and the industry alike.

Ringier’s has had success with its AI-driven Weather Assistant app (pictured).

The report looks at global trends in AI usage in the news media based on conversations with more than 135 different publishers throughout the year. According to Verma, six trends are emerging. She also looks at the question of humans that inevitably accompany technological advances.

The report features examples from Süddeutsche Zeitung, Ippen Digital Group, Clarín, Particle, Hearst, the New York Times, The Times of India, Dagbladet Information, Stuff, Medien Hub, Off Radio Krakow, Svenska Dagbladet, Ringier, RCS Mediagroup, Aos Fatos, El Surtidor, the Washington Post, Schibsted’s VG, Wirtualna Polska, GMA News, Financial Times, Omni and Newsquest. 

The report is available free to INMA members and for purchase by non-members at INMA.org/reports. The two previous reports by Verma are ‘Ten Problems GenAI Solves for News Media Companies’ and ‘How News Publishers are Using GenAI Right Now’.