AI in Publishing: Beyond the Hype, a Quiet Revolution in Efficiency and Reach
Forget the headlines about AI writing entire articles. The real story, according to a new report from WAN-IFRA, is that artificial intelligence is already fundamentally reshaping newsrooms – not by replacing journalists, but by dramatically amplifying their capabilities. While direct revenue gains remain elusive for most (only 9% report them), a staggering 75% of publishers are seeing significant efficiency improvements, proving AI’s value lies in optimizing workflows, not necessarily automating jobs.
The Efficiency Dividend: How AI is Changing the Daily Grind
The WAN-IFRA report, based on a Q2 2025 survey of over 100 media leaders and detailed case studies, highlights a clear trend: AI’s initial impact is strongest “behind the scenes.” Publishers are leveraging AI to tackle time-consuming tasks, freeing up journalists to focus on in-depth reporting, analysis, and building relationships with sources. This isn’t about replacing human creativity; it’s about removing friction and accelerating the news cycle.
Consider the example of the South China Morning Post, which is saving over 300 hours monthly through AI-powered summarization, editing, and translation. Or Legit.ng in Nigeria, where AI halved translation times, enabling expanded coverage in local languages and improved fact-checking. These aren’t isolated incidents. Gannett, USA Today’s parent company, is undertaking a full-scale transformation, embedding AI across its 200+ publications. As Gannett’s VP of News Automation and AI Product, Jessica Davis, succinctly put it: “The real risk isn’t AI replacing you. It’s someone using AI replacing you.”
Personalization and Revenue: Early Success Stories
While broad revenue gains are still emerging, some publishers are already seeing a direct financial impact from AI-driven personalization. Schibsted in Norway saw a remarkable 75% lift in front-page subscription sales using a machine learning model for real-time personalization. Similarly, United Daily News in Taiwan achieved a 200% growth in ad performance, subscription conversions, and engagement through AI-optimized ads and content recommendations. These examples demonstrate that targeted content delivery, powered by AI, can significantly boost key business metrics.
Beyond Automation: AI as a Tool for Investigative Journalism and Insight
The value of AI extends beyond simple automation. The Financial Times’ Storyfinding team is using AI to analyze large datasets, uncovering patterns and streamlining investigative workflows. This allows journalists to identify potential stories and trends that might otherwise go unnoticed. La Nación in Argentina took a unique approach, using AI to analyze over 739,961 words of President Javier Milei’s speeches, tracking rhetorical patterns and providing a deeper understanding of his messaging. This demonstrates AI’s potential for nuanced analysis and contextual understanding.
The Rise of AI-Powered Audio News
Innovation isn’t limited to text-based news. NTM in Sweden launched Toppnyheter, an AI-powered audio news service that delivers real-time summaries. This expands their reach to audiences who prefer audio consumption and demonstrates the versatility of AI in adapting to evolving media habits. This trend aligns with the growing popularity of podcasts and audiobooks, suggesting a significant opportunity for publishers to leverage AI in audio formats.
Looking Ahead: The Next Wave of AI in News
The current wave of AI adoption in publishing is largely focused on efficiency and personalization. However, the next phase will likely see more sophisticated applications, including:
- Hyper-local News Generation: AI could be used to generate highly localized news content, catering to specific communities and interests.
- Advanced Fact-Checking: AI-powered tools will become even more adept at identifying misinformation and verifying sources.
- AI-Driven Content Creation (with Human Oversight): While fully automated article writing remains a challenge, AI will increasingly assist journalists in drafting articles, generating headlines, and creating social media copy.
- Predictive Analytics for Audience Engagement: AI will help publishers anticipate audience needs and preferences, optimizing content strategy and maximizing engagement.
The key takeaway from the WAN-IFRA report – and from the experiences of leading publishers – is that AI isn’t a threat to journalism; it’s an opportunity to enhance it. The focus should be on integrating AI into existing workflows, empowering journalists with new tools, and prioritizing efficiency gains. The publishers who embrace this approach will be best positioned to thrive in the rapidly evolving media landscape. As Ezra Eeman of NPO and WAN-IFRA’s AI Initiatives notes, “Cost reduction, quality improvements, speed gains, and better resource allocation deliver value faster and more measurably.”
What are your biggest challenges in adopting AI within your newsroom? Share your thoughts and experiences in the comments below!
