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
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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?
