Will 2025 be the tech-focused turning point for news media

By Alexandra Lehner

Marketing Manager

Norkon

Oslo, Norway

Connect

2024 was a pivotal year for the evolution of Artificial intelligence (AI) tools, their integration into the news industry, and how we have now reached a stage where we can generate value with it.

In this article, we turn the tables and focus on the relentless innovation by technology providers to continuously serve the news media with the latest and best tools at hand. Fredrik Nøring, head of innovation at Norkon, and Eirik Næsje, CEO of Norkon, share their observations and hypotheses on the next steps for achieving sustained success in this dynamic landscape.

AI has the potential to change the way media companies work and reach potential readers. Image generated by Dall-E.

Debunking the AI hype: understanding its role

There remains a misconception that AI is a panacea for all challenges in the news industry.

Reflecting on the Winnipeg Free Press's early adoption of personalisation almost a decade ago, it is evident that, while the technology was available, news media in general have lagged in implementing it.

"We haven't really seen a lot of news sources focusing strategically on personalisation - with the exception maybe for advertisement placements - neglecting its broader potential until recently," Næsje said.

Personalisation: the new frontier for newspapers

The shift toward content personalisation marks a significant transformation in the news business. Modern newspapers are transitioning from a one-to-many approach to a one-to-one model, catering to individual user preferences.

"Newspapers have to become an interesting destination for users and the competition is high, ranging from curated entertainment platforms to an ocean of social media players," Næsje said.

Overcoming resistance to change

The delay in adopting personalisation strategies can be attributed to entrenched mindsets within newsrooms. Many editors rely heavily on their intuition and past experiences, believing they understand reader interests better than the readers themselves.

Regardless of whether a change involves going digital or embracing personalisation, the mindset often doesn't change, and that's where the pitfall lies. Maintaining the same patterns and mindset is no longer viable. With the transition to digital news platforms, endless new opportunities present themselves.

The wake-up call for small- and medium-sized enterprises (SMEs)

Ongoing brand consolidations and the rise of AI continue to point toward pivotal wake-up call moments, where the options are to either innovate or risk becoming irrelevant amidst rapid technological advancements and market shifts.

In a recent conversation with a local U.S. publisher, it became clear that the focus on their digital presence in 2024 was driven by necessity rather than choice. Faced with the realisation that their internally built systems were inadequate, the publisher embarked on a comprehensive overhaul of their entire technology stack.

This transformation encompassed everything from paywalls and content management systems (CMS) to live blogs and mobile apps. With the foundational infrastructure now robust and scalable, the next challenge lies in developing product-led values that prioritise reader retention and engagement.

This experience mirrors that of many SMEs in the publishing industry as they recognise the urgent need to innovate for survival. When lagging behind in technological adoption, these publishers find that outsourcing and implementing expert solutions offer the most efficient path to keeping pace with continual technological advancements.

Progress on AI's capabilities

Generative AI tools have become integral to content creation processes; this ranges from spell-checking and proofreading to summarising content. Until recently, these tools operated by processing text inputs and returning text outputs.

"Working on enhancing technological capabilities with the help of AI, and optimising its adoption, we were able to observe a surge in new interesting technologies that pairs really well with how we can improve workflows for news publishers," Nøring said.

The past year saw substantial progress in large language models (LLMs) from key players such as OpenAI, Gemini, and Claude. The progress lies in the increasing ease of working with more structured data, which is where the true value of AI systems emerges.

For instance, integrating AI with a front-end and back-end system allows for sending requests to the backend and receiving contextual, structured responses in formats like JSON.

This unlocks numerous opportunities. Instead of just receiving text back, it is now possible to structure it in a much more user-friendly way. This provides new types of insights that have previously been more challenging to get.

This evolution - from basic text generation and proofreading to sophisticated data extraction and insight generation - has the potential to revolutionise workflows, enhance decision-making processes by offering insightful data, and improve both operational efficiency and reader experiences.

Shifts and hypotheses for successful next steps

As the industry evolves, the aim is to ride the wave instead of just going with the flow.

A mindset shift

Large enterprises often face legacy mindsets and systems that slow down innovation.

However, a positive trend is emerging: Technology providers are increasingly viewed as strategic partners rather than mere vendors, allowing for closer collaboration and ensuring the tools developed are closely aligned with the specific needs and aspirations of publishers.

The rise of journalists as influencers?

With the growing emphasis on individual journalists, there is a plausible trajectory for journalists to evolve into influencers. This would mirror current patterns where personal branding and direct audience engagement play significant roles in content dissemination.

As journalists gain prominence and cultivate their personal brands, they may become akin to social media personalities, further blurring the lines between traditional journalism and influencer-driven content.

Conclusion

The media industry stands at a crossroads in 2025. The advancements in AI and the ongoing technological transformations have set the stage for a revolutionary year in the news media landscape. Publishers that responded to the wake-up call with strategic innovation and collaboration with various players are poised to thrive.

By embracing AI-driven solutions, fostering strong partnerships, and maintaining a relentless focus on reader engagement, the industry is bound to successfully navigate the complexities of the digital age and achieve sustainability in 2025 and beyond.

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About Alexandra Lehner

Alexandra Lehner is a marketing manager at Norkon in Oslo, Norway. Alexandra can be reached at [email protected] or @2flying_penguin.

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