Sony Pixel Power calrec Sony

A practical framework for AI integration in newsrooms

12/05/2025

As newsrooms around the world begin to experiment with artificial intelligence, many are asking the same question: how do we move beyond isolated pilots and embed AI into our core operations in a way that's ethical, effective and sustainable?

Thomsons Media for Change programme in the Western Balkans is answering that question by delivering tailored AI support and helping media teams-regardless of their starting point-understand and apply AI tools in a way that supports their editorial mission and business needs.

Lukas G r g, an AI strategist and mentor on the Media for Change project, has worked directly with several media partners in the region to explore practical AI applications in newsrooms, from speech-to-text and SEO content generation to image creation and workflow automation. From this collaboration, he developed the AI value framework': a structured roadmap designed to help media organisations transition from AI-curiosity to strategic adoption.

In this article, Lukas outlines the framework and explains how newsrooms can build internal capabilities, align AI tools with their editorial values and manage the ethical and operational challenges that come with innovation.

The AI value framework: An overview The AI value framework provides a clear progression through four stages of AI adoption: Awareness, Activation, Integration, and Operation. Each stage outlines the capabilities, governance structures, and cultural shifts required to transform AI from a novelty into a strategic asset.

In the image below, you'll see how these stages are mapped against the level of value that AI delivers to an organisation. As you move from left to right, your organisation's AI maturity deepens, and so does the impact on your newsroom's performance and competitive advantage.

Stage 1: Awareness

Key objectives

Introduce AI Tools and Concepts: Newsrooms often begin by exploring readily available AI tools. This may include AI-powered text editors, language translation applications, or image recognition software.

Establish AI Literacy: Journalists, editors, and other staff need foundational knowledge about AI's capabilities, limitations, and ethical considerations. AI literacy workshops or lunch and learn sessions can help demystify AI and reduce resistance to change.

Develop Prompting Skills: In many AI tools, prompting - or giving the system the right instructions - is vital to obtaining useful results. Training your staff on effective prompting techniques ensures better AI outcomes and encourages continued experimentation.

Practical tips for the newsroom

Pilot Small Use Cases: Start with simple, low-risk AI projects. For instance, use AI to summarise long transcripts or to translate interviews into multiple languages for a broader audience.

Promote Success Stories: If a journalist uses AI to identify a trending topic quickly, share that success. Early wins build momentum and inspire others to experiment.

Create a Knowledge Base: Compile FAQs, step-by-step guides, and internal case studies in a shared repository. This encourages independent learning and empowers staff to explore AI tools on their own.

Stage 2: Activation

Key objectives

Pilot AI use cases: Move beyond basic awareness and experiment with more ambitious AI applications. Examples might include AI-driven recommendation engines for personalised content or automated fact-checking solutions.

Foster a culture of innovation: Empower staff to think creatively about how AI can solve newsroom challenges. Whether it's streamlining editorial processes or uncovering new revenue opportunities, a culture of innovation makes AI exploration part of the organisation's DNA.

Identify AI Ambassadors: Encourage individuals with a keen interest in AI to champion experimentation. These ambassadors can run pilots, train peers, and serve as the go-to resources for AI-related questions.

Practical tips for the newsroom

Focus on Rapid Prototyping: Use agile methodologies to quickly test new AI applications, gather feedback, and iterate. This keeps costs manageable and fosters a fail fast, learn faster mentality.

Set Clear Goals and KPIs: Before launching a pilot, define success metrics. For instance, if testing an AI tool for content personalisation, track user engagement, click-through rates, and time-on-page metrics.

Encourage Cross-Department Collaboration: AI in the newsroom isn't just for editorial teams. Collaborate with product, marketing, and tech departments to align AI pilots with broader organisational objectives.

Stage 3: Integration

Key objectives

Embed AI in Workflows and Systems: Rather than treating AI as a standalone project, integrate AI capabilities into existing content management systems (CMS), newsroom analytics platforms, and production pipelines.

Standardise Processes: Develop guidelines for data collection, model selection, and performance evaluation. Consistent processes ensure that AI-driven tools deliver reliable, high-quality results.

Personalise for Business Logic: As you integrate AI, tailor algorithms to your newsroom's specific editorial and business goals. For instance, a sports-focused publication may need AI models fine-tuned to recognise sports data and context.

Practical tips for the newsroom

Enhance Collaboration Between AI and Editorial Teams: Journalists often have domain expertise that AI lacks. Collaborations help AI models become more accurate and context-aware.

Leverage AI-Powered CMS Features: Many modern CMS platforms include built-in AI modules for tasks like auto-tagging articles, suggesting headlines, or even generating story drafts. Integrate these features for smoother editorial workflows.

Use AI for Data-Driven Insights: Beyond content creation, AI can assist in audience segmentation, ad targeting, and subscription management
LINK: http://www.thomsonfoundation.org/latest/a-practical-framework-for-ai-i...
See more stories from thompsonfoundation

Most recent headlines

06/10/2025

France Tlvisions Wins Prestigious 2025 EBU Technology & Innovation Award in Groundbreaking Collaboration with Dalet

France T l visions, France's leading broadcaster, has received the 2025 EBU ...

04/09/2025

Monumental Sports & Entertainment and Dalet Win Prestigious 2025 NAB Show Project of the Year Award

Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...

13/06/2025

ATSC Honors Aldo Cugnini, Clarence Hau

WASHINGTON The ATSC, the Broadcast Standards Association, honored veteran technologist Aldo Cugnini and Clarence Hau, Senior Vice President of Standards, Policy...

13/06/2025

ESPN Doubles Down on Immersive Fan Experience for UFL Championship

(Editor's note: The 2025 UFL Championship Game between the D.C. Defenders and Michigan Panthers kicks off Saturday, June 14, at 8 p.m. Eastern. The game wil...

13/06/2025

HBO Max Plans July Launches in 12 New Markets

LONDON Warner Bros. Discovery has announced that HBO Max will launch direct-to-consumer in multiple new countries this July as the streamer becomes available in...

13/06/2025

Verbit Launches Speaker Identification for Live ASR Broadcast Captions

AI voice transcription and captioning platform Verbit has added a new feature to its Captivate ASR solution the ability to identify specific features in automat...

13/06/2025

FCC's Anna Gomez Meets with TV Networks, Studio Execs and Unions

WASHINGTON Federal Communications Commission member Anna Gomez has wrapped up two weeks in California visiting broadcasters, television studio executives, enter...

13/06/2025

House Passes Rescission Package That Would Claw Back CPB Funding

WASHINGTON The U.S. House of Representatives voted mostly along party lines to approve a rescission package that would cancel $9.4 billion in previously approve...

13/06/2025

AJA Debuts DRM2-Plus Mini-Converter Frame at InfoComm 202...

At InfoComm 2025, AJA Video Systems announced DRM2-Plus, an intuitive, high-capacity 3RU frame that can neatly house up to 24 AJA Mini-Converters. Tailored to s...

13/06/2025

National CineMedia Selects Operatives Suite of AI-Based C...

Cinema advertising leader to leverage AOS and suite of AI-enabled solutions to optimize forecasting, yield management, and streamlined ad sales and operations a...

13/06/2025

Manfrotto Unveils Unique New Tripod System for Mirrorless...

Manfrotto has launched the ONE Hybrid Tripod, a new support system designed specifically for professional content creators working with mirrorless cameras acros...

13/06/2025

Synamedia unveils security enhancements to its Media Edge...

Leading video software provider, Synamedia, today announced that its Media Edge Gateway (MEG), an ATSC 3.0 software-based IRD, now supports Device Security requ...

13/06/2025

LiveU Strengthens Presence in DACH Region with Strategic...

LiveU, the global leader in live IP-video contribution, production and distribution solutions, is deepening its commitment to the German-speaking market with th...

13/06/2025

Chaos Adds AI Tools Faster Animation Renders and More Sty...

Chaos, the leader in architectural visualisation software, today announces Chaos Corona 13, giving archviz designers new ways to add eye-catching style and flai...

13/06/2025

PALI's Nena Music Video Shot with Blackmagic Design

PALI's Nena Music Video Shot with Blackmagic Design Brie Clayton June 12, 2025 0 Comments Blackmagic Cinema Camera 6K and DaVinci Resolve Studio b...

13/06/2025

OddBeast Powers Up iRobot's Newest Roombas with Suite of CGI Launch Assets

OddBeast Powers Up iRobot's Newest Roombas with Suite of CGI Launch Assets Brie Clayton June 12, 2025 0 Comments The motion design and production ...

13/06/2025

On Chick Coreas Birthday, a Newly Uncovered Archival Release

On Chick Coreas Birthday, a Newly Uncovered Archival Release The Visitors, composed by Corea and performed by vibraphonist Gary Burton and pianist Kirill Gers...

13/06/2025

NVIDIA and Deutsche Telekom Partner to Advance Germany's Sovereign AI

Industrial AI isn't slowing down. Germany is ready. Following London Tech Week and GTC Paris at VivaTech, NVIDIA founder and CEO Jensen Huang's Europea...

12/06/2025

Spotify's Heart & Soul Initiative Brings Mental Health Support to Artists and Creators Worldwide

In 2018, Spotify launched Heart & Soul, a mental health initiative developed to ...

12/06/2025

50 Years Strong: SBS and NITV Supercharge NAIDOC Week 2025 in a joint 50th celebration

50 Years Strong: SBS and NITV Supercharge NAIDOC Week 2025 in a joint 50th celeb...

12/06/2025

Belgium's Ministry of Defence Selects L3Harris T4 Robots for Explosive Ordnance Disposal Missions

Medium-sized L3Harris T4 robots provide advanced control and precision for inspe...

12/06/2025

The future of Sport: Nielsen's 2025 report reveals growth drivers

Over a third of global football fans find brand sponsorship appealing and 41% of all sports sponsorships are in that sport. The FIFA World Cup 2026TM will open...

12/06/2025

Study: U.S. Consumers Spend $164 Billion Per Year on Cable, Internet

SEATTLE U.S. households spend $164 billion annually on cable and internet services, which represents approximately 4% of the total $4.55 trillion spent on house...

12/06/2025

Synamedia Introduces A3SA Security Enhancements for Media Edge Gateway

ATLANTA and LONDON Synamedia today unveiled its Media Edge Gateway (MEG), an ATSC 3.0 software-based integrated receiver/decoder (IRD), with support for device ...

12/06/2025

Sony expand access to 360 Virtual Mixing Environment

Technology now widely available to creators Sony have announced that they are expanding access to their 360 Virtual Mixing Environment technology, which is ...

12/06/2025

Arturia unveil Mix Drums

Combines distortion, transient shaping & more The latest plug-in to join Arturia's line-up has been designed to provide a quick and intuitive way to cra...

12/06/2025

Study: U.S. Consumers Spend $164 Billion Per Year on Cable and Internet

SEATTLE U.S. households spend $164 billion annually on cable and internet services, which represents approximately 4% of the total $4.55 trillion spent on house...

12/06/2025

DPA introduce 4099 CORE+ instrument mic

Improved specs & redesigned mount DPA have just announced the upcoming launch of the 4099 CORE , a new and improved version of their renowned instrument mic...

12/06/2025

Roku and Dentsu Release New Data on Shoppable TV

SAN JOSE, Calif. Roku, Inc. and Dentsu have released a new study indicating that consumers are increasingly open to shopping directly from their TV screens, and...

12/06/2025

NDI Certifies Crestron 1 Beyond Camera Line

LISBON NDI has announced that Crestron has officially completed the NDI certification process for its 1 Beyond p-Series and i-Series cameras....

12/06/2025

Fox Advertising Upgrades Its Converged Media Platform

NEW YORK Fox Advertising announced a number of improvements and upgrades to OneFox, its media platform that unifies inventory and audiences across linear, strea...

12/06/2025

NAB Show New York Will Spotlight Creator Economy, Journalism and Sports

WASHINGTON The National Association of Broadcasters is filling the agenda for the 2025 NAB Show New York, set for Oct. 21-23 at New York's Javits Center. Bi...

12/06/2025

SKnote launch Etna-C controller

New eight-fader control surface announced SKnote have just announced the launch of the Etna-C, a new DAW control surface and MIDI controller that's been...

12/06/2025

The 125th U.S. Open: Golf Tournament Stimulates Innovation in Sound

The 125th U.S. Open: Golf Tournament Stimulates Innovation in Sound Drones are a growing part of the action By Dan Daley, Audio Editor Thursday, June 12, 202...

12/06/2025

Virginia Tech's Evan Ellis on the Continued Growth of the Award-Winning HokieVision

Virginia Tech's Evan Ellis on the Continued Growth of the Award-Winning Hoki...

12/06/2025

Bouncing Around Wembley: DAZN on its Editorial Thrust for the National League Promotion Final at Wembley

Bouncing around Wembley: DAZN on its editorial thrust for the National League Pr...

12/06/2025

Intense Journey: Bringing the Production of the National League Promotion Final to Viewers with DAZN

Intense journey: Bringing the production of the National League Promotion final ...

12/06/2025

The 125th U.S. Open: The Tourney Returns to a Totally Revamped Course as USGA Focuses on World Feed

The 125th U.S. Open: The Tourney Returns to a Totally Revamped Course as USGA Fo...

12/06/2025

The 125th U.S. Open: NBC Sports Rolls Out Massive Production-Tech Arsenal To Cover Overhauled Oakmont Course

The 125th U.S. Open: NBC Sports Rolls Out Massive Production-Tech Arsenal To Cov...

12/06/2025

The 125th U.S. Open: NBC Sports' Tommy Roy Talks Oakmont Eccentricities, Drone Tracing, and Covering All 156 Players

The 125th U.S. Open: NBC Sports' Tommy Roy Talks Oakmont Eccentricities, Dro...

12/06/2025

Dan Biggar, Ronan OGara, Sam Warburton and Warren Gatland star in Sky Sports line-up for The British & Irish Lions Tour

Thursday 12 June 2025 Sky Sports has revealed its on-screen line-up for the Qat...

12/06/2025

Netflix Gets Animated at Annecy!

Back to All News Netflix Gets Animated at Annecy! Top row from left to right: Fixed (Film), In Your Dreams (Film), Long Story Short (Series) Bottom row from ...

12/06/2025

Leading the Media Revolution with Software-Defined Production

I've lost count of how many times I've heard software-defined production reduced to just run your broadcast software on commodity servers. The reality...

12/06/2025

Thales ranked No.1 most attractive employer among engineering students in France in 2025

Facebook Twitter LinkedIn Thales has secured the top spot in the 2025 rank...

12/06/2025

Thales invests 55 million euros to anchor next-generation resilient navigation in France

Facebook Twitter LinkedIn Thales strengthens its European leadership in re...

12/06/2025

NVIDIA TensorRT Boosts Stable Diffusion 3.5 Performance on NVIDIA GeForce RTX and RTX PRO GPUs

Generative AI has reshaped how people create, imagine and interact with digital ...

12/06/2025

Turn RTX ON With 40% Off Performance Day Passes

Level up GeForce NOW experiences this summer with 40% off Performance Day Passes. Enjoy 24 hours of premium cloud gaming with RTX ON, delivering low latency and...

11/06/2025

Sticking with SDI in an IP-Hyped World

Sticking with SDI in an IP-Hyped World Recently, it seems like every trade show, webinar and whitepaper spends a lot of time focusing on the benefits of IP wo...