The rise of the AI "class".

Source: Nieman Lab

"In an industry losing publishers and jobs and routinely challenged to do more with less, we're fools if we don't at least try on the generative AI suit."

Excerpt by Rodney Gibbs

If you're not paying close attention, you might dismiss generative AI as a fleeting technophile trend or an existential threat. This year's breathless talk about ChatGPT echoes the hype about blockchain, NFT or the "pivot to video". In addition, AI certainly had its problems this year. Mistakes related to AI-based articles not only embarrassed responsible news organisations, but also undermined the credibility of journalism itself, which is already grappling with historically low levels of trust. That said, and with apologies to David Carr, it is easy to see why some see generative AI as a robot created by Silicon Valley to destroy us.

Yet this technology offers immense and accessible benefits to our industry, helping journalists (and their supporters) in ways previously unimaginable. Just as the Industrial Revolution transformed manual labour, generative AI will dramatically amplify our cognitive output. Consider Tony Stark. He did pretty well on his own. However, leave him in an Iron Man suit and watch out. In an industry losing publishers and jobs and routinely challenged to do more with less, we are fools if we don't at least try on the generative AI suit.

I predict a noticeable divide in 2024 between those who embrace generative AI and those who do not. This shift will lead to an "AI class" between people and newsrooms. I am not referring to published content in which AI plays a role. While we will see responsible newsrooms tackling stories that would not be possible without AI to, for example, sift through reams of unstructured data, the big changes will benefit newsroom operations. Organisations and individuals that leverage generative AI will significantly outperform their peers in areas such as audience engagement, donor management, computer programming and sales targeting.

Yes, generative AI comes with ethical and technical concerns, but it is distinctly positive and the potential benefits are game-changing. In an earlier era, data journalism marked a similar turning point. Newsrooms that embraced data stood out as innovators. They offered audiences innovative reporting and visualisations. Internally, data-driven strategies in product development, content distribution and revenue generation drove these newsrooms. Generative AI is poised to have a similar impact, but on a much larger scale, profoundly altering our operational efficiency and output.

AI will not save journalism, but it will transform it. Next year, the adoption of generative AI will not just be a technology option. It will be a decisive factor in the competitive advantage and innovative capacity of news organisations, large and small.