The INMA Innovation Week in Helsinki was a gathering point for thought leaders and industry innovators, all exploring the profound shifts that artificial intelligence (AI) is bringing to the media landscape. As the closing keynote speaker, I had the chance to share insights from our work at PANTA RHAI and discuss the strategies news publishers might adopt to keep pace with this rapid evolution. Reflecting on this experience, I wanted to capture both the exciting opportunities and the nuanced challenges AI presents for journalism today.
AI Integration: Efficiency Meets Ethical Challenges
AI in media is often associated with efficiency and personalization, and the poll responses at INMA underscored this perception. When asked, “What is the first thing that comes to mind when you think of AI integration in the media industry?” attendees highlighted time-saving, workflow improvements, and creativity. Terms like “superpowers” and “game changer” suggest a sense of possibility, yet the appearance of words like “losing jobs” and “dangerous” also hints at underlying concerns.
In my keynote, I addressed this duality. While AI promises unparalleled efficiencies—from content generation to audience targeting—it also poses risks to employment and editorial integrity if implemented without careful oversight. For publishers, it’s not just about faster output; it’s about ensuring that AI serves the newsroom’s mission rather than undermining it.
Are We Ready for AI? Industry Self-Assessment
One of the most telling insights from the conference was the industry’s self-assessed readiness for AI. With an average preparedness score of 2.9 out of 5, many media professionals seem only moderately equipped to handle the AI transition. This result resonates with a central point in my talk: while 87% of publishers report plans to invest in AI and data analytics, there’s often a gap in staff training and infrastructure readiness.
This readiness gap highlights the importance of investing in both people and technology. As I mentioned to the audience, AI’s impact will only be as strong as the team’s capacity to wield it responsibly. Currently, only 5% of European companies have trained more than a quarter of their workforce in AI skills, which points to an opportunity for media organizations to focus more on workforce development. AI isn’t a plug-and-play solution; it requires a workforce that understands both its technical potential and its ethical implications.
Trust and New Formats: Meeting Audiences Where They Are
One area of enthusiasm at INMA was exploring new storytelling formats to connect with audiences—especially younger demographics. From augmented reality (AR) and vertical video to podcasting and interactive content, media companies are broadening their horizons to compete with social media platforms like TikTok.
In my keynote, I emphasized that embracing these formats is essential, but it’s equally crucial to uphold trust—an asset that becomes increasingly valuable as AI enters the newsroom. With more content sources than ever, branding is crucial for media companies to distinguish their voice and maintain credibility. AI-driven personalization is effective, but it must be transparent and ethical. Publishers are exploring hybrid approaches where human oversight remains central to ensure trust and credibility.
For those interested in more details on my keynote and these reflections, you can read the INMA article covering it here.
A Call to Action: What Leaders Plan Next
To conclude the event, we asked participants, “What’s the first concrete step you’ll suggest your team on Monday based on what you’ve heard this week?” The responses ranged from the tactical—such as “test AI” and “start looking into new CMS”—to the strategic, with ideas like “prioritize impact” and “strength of brands.” Notably, terms like innovation and trust reappeared, underscoring their importance for media leaders moving forward.
This diversity in responses reflects the varying stages of AI readiness across organizations. Some are focused on immediate integration steps, while others are laying foundational strategies for long-term transformation. It’s an inspiring reminder that while AI may be the catalyst, each newsroom will chart its own path toward innovation.
Looking Ahead: AI as a Partner in Journalism
The INMA Innovation Week in Helsinki underscored a crucial message: AI is not just a tool; it’s a partner that can redefine the future of media if embraced thoughtfully. More than ever, there’s a need for media companies to invest in both technological infrastructure and human expertise. I hope that by sharing insights from our experience at PANTA RHAI, I can inspire other industry leaders to approach AI with both enthusiasm and responsibility.
For a deeper dive into the sessions and discussions at INMA Innovation Week, see the official INMA blog, where you can find a detailed recap and more on the key takeaways. As we continue this journey, I look forward to seeing how media companies worldwide will navigate the AI landscape with agility, ethics, and a commitment to meaningful journalism.
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