Category: Blog
Author: Silke Jungblut

What AI can do for us

Artificial intelligence (AI) has revolutionised the way newsrooms work. From content creation to distribution, AI is increasingly becoming an integral part of the editorial process. In this article, we will highlight the benefits of AI for content creators and copywriting.

Automated Content Creation

One of the biggest and most obvious benefits of AI in newsrooms is content creation. AI algorithms can generate articles, summaries and headlines, allowing editors to focus on more complex tasks. This means editors can produce more content in less time without compromising on quality. Of course, the automated content needs to be checked and revised, there is no substitute for human approval. Nevertheless, the basis of the content can already be made available automatically, so that less time is needed for this. The freed-up resources can then be used to prepare research or local news and to introduce new ideas into the topic identification.

AI algorithms can also identify trending topics, analyse user behaviour and offer personalised content recommendations to readers. This helps editors create content that is tailored to the interests and preferences of their readership, leading to increased engagement and readership. It is in this area that AI shows strength.

Content curation

Editors often have to sift through large amounts of content to find the most relevant and interesting posts for their readers. AI-powered content curation tools can help sift through these volumes of data, identify relevant trends and discover content that may be of interest to their readers.

These tools can also perform real-time analysis of social media and other online platforms to identify current interests, allowing newsrooms to respond quickly to evolving stories.

The data obtained helps not only to adapt one’s own topics to the trends, but also to tune in to the general zeitgeist of the readership. Which articles are doing well, which are doing poorly and where could you continue to focus content that goes viral. Data-driven analytics help with decision-making.

This in turn pays dividends in terms of engagement with readers, who can now be more and more involved.

AI-driven tools from Aptoma and can also be used to partially and fully automate print production, significantly speeding up the creation of the paper. For the editorial team, only minor adjustments and control then remain, but the main work is placed in the hands of the AI.

Audience engagement

This is because not only preferences and user behaviour are analysed here, but also comments, feedback and social media entries in order to gain valuable knowledge about potential subscribers.

Trends and user interests are also identified more quickly in this area and can be taken up by the editorial teams. Even hate speech can be quickly identified and deleted so that no legal problems arise. This is an important component, especially in community management, which not only has legal relevance but is also important for reader loyalty.

Revenue generation

Finally, AI can help editorial teams generate revenue. By analysing user behaviour and preferences, AI-powered advertising platforms can serve targeted ads that are more likely to be of interest to readers. This increases the effectiveness of advertising campaigns and leads to higher advertising revenues for editorial teams. Market trends can also be identified more quickly via AI-driven analyses and used for one’s own strategy.

Automation of workflows

Especially repetitive tasks that do not require much human influence can be taken over by AI. Spelling and grammar are already reliably corrected by AI tools. Editors then only have to carry out the final – especially content-related – review and approval. This frees up time to do their own research and work on complex topics that we do not want to leave in the hands of automation processes.


In summary, AI is transforming the editorial process and providing newsrooms with new tools and capabilities to create, curate and distribute content more efficiently and effectively. By using AI, newsrooms can increase engagement, improve efficiency and create new revenue streams, leading to a more sustainable and successful future for the industry.

And one more thing in human terms

We are convinced that AI, even in its new form, can in no way replace a human editor. Certainly, the requirements for this job will change, as we can already find job descriptions for “prompt editors” on the web, yet AIs are limited in their functioning to the data from which they learn. Independent thinking, emotions and conclusions, however, are what editorial work and, above all, qualitative text capture are all about. An automation simply cannot do that in the form it takes. However, if we look at the possibilities in the area of data processing and preparation, idea and impulse generation and the assumption of repetitive tasks, AI can be a significant support in everyday editorial work, freeing up space and time for human editors to take care of the more complex and important journalistic tasks.