The key factor contributing to the success of newsrooms.

Attitudes toward innovative AI in journalism are extremely positive.

To gain an overview of the position of GenAI in the industry, the World Association of Newspapers and Journalists (WAN-IFRA) conducted a survey in late April and early May of the global journalism community, including journalists, editors-in-chief, and other news professionals, on how organizations are using GenAI tools.

It's quite noteworthy that nearly half (49%) of the survey respondents said their newsrooms are using AI tools. Overall, attitudes toward Creative AI in the industry are extremely positive: 70% of survey participants said they expect Creative AI tools to be useful for journalists and newspapers. Only 2% said they don't see value in the short term, while another 10% are unsure. 18% believe the technology needs further development to be truly useful.

Many journalists, editors-in-chief, and media professionals are looking forward to AI's ability to personalize content in the future. (Photo: ICT)

Content summarization is the most common tool. While there has been some somewhat bewildered reaction to ChatGPT, questioning whether this technology could replace journalists, the reality is that the number of newsrooms using GenAI tools for writing articles is relatively low. Instead, most AI tools are used for aggregating and summarizing information. Other important AI tasks include simplified research/search, text editing, and workflow improvement.

However, in the future, the use of AI may become more widespread as more news organizations seek to utilize the new technology and integrate it into their operations. Respondents indicated they look forward to AI's ability to personalize content in the future.

According to Chris Petitt, Marketing Director of Zephr, one of the leading digital subscription payment gateway companies, personalization is becoming a key factor in the success of news organizations. According to the International News Media Association (INMA), a recent study showed that 77% of Gen Z (the generation most closely associated with mobile phones) believe it is important for B2C businesses to customize interactions, tailoring them to individual preferences. Therefore, the task for news organizations is to use AI to analyze the vast amounts of data on reader behavior, preferences, and interests.

News organizations that started personalizing content earlier, even with simple tools, were able to gain an advantage over their competitors. (Photo: ICT)

Chris Petitt argues that progressive profiling offers a method of collecting user information in a gradual, cumulative way, building reader trust without feeling intrusive. Users should be informed that their data is being collected and have the right to opt out.

From the collected databases, AI will come into play. "AI has the potential to revolutionize personalization by using algorithms to analyze large amounts of data and automatically predict the type of content a particular user might be interested in," Petitt said. However, the development of personalization also faces obstacles due to newsrooms lacking the skills or having difficulty applying AI solutions to their existing infrastructure. Adding the necessary skills or technology is costly. But according to Petitt, newsrooms that start earlier, even with simple tools, have the potential to gain an advantage over their competitors.

Personalized content and its importance to journalism.

Commenting on this issue, journalist Nguyen Hoang Nhat - Deputy Editor-in-Chief of VietnamPlus online newspaper - said that with the above figures, we can understand why personalization is receiving so much attention. It allows newsrooms to provide content that is deeply relevant to their target audience, helping to improve reader satisfaction and loyalty.

VietnamPlus collects reader data through technology from Insider. Simply put, a reader interested in sports and technology will be dissatisfied if they open a news site and find it flooded with political or entertainment news, and vice versa. Therefore, personalization is the goal of many news organizations, through automated technology that customizes news pages, newsletters, or news delivery services (web-push, mobile-push).

"But to succeed with this strategy, newsrooms need to understand who their readers are, and this is where data comes in. The most advanced personalization strategies require data from users," said journalist Hoang Nhat.

AI has the ability to identify and categorize news topics, allowing media outlets to focus on the most engaging and relevant content for their readers. (Image: worldfone)

According to Dr. Pham Chien Thang from the Faculty of Journalism and Communication, Thai Nguyen University of Science , AI is changing not only the way news is produced but also the way news is distributed and consumed. With the help of AI, news organizations and newsrooms can personalize content for each reader, providing them with stories that best suit their interests.

AI algorithms can also be used to determine the best time to publish content and the most effective distribution channels. AI has the ability to identify and categorize news topics, allowing media outlets to focus on the most engaging and relevant topics for their readers.

AI-powered news distribution not only improves the speed and accuracy of information dissemination but also enhances the overall user experience by providing relevant and personalized content.

"This has had a positive impact on readership and news engagement, leading to greater reach and higher engagement for media outlets. AI has enabled news organizations to reach and engage larger and more diverse audiences, resulting in greater success for media companies in the digital age."

"Furthermore, AI can be used to monitor news distribution channels such as online portals and websites, and identify the latest stories, allowing news organizations and newsrooms to surpass their competitors," Dr. Pham Chien Thang observed.

In fact, the story of AI-powered content personalization is a topic of great interest to many newsrooms, media leaders, and experts. This is similar to the case of Netflix or Spotify. AI helps journalism shift towards customized content management in articles and audience segmentation. Each reader group will receive unique content. Thanks to this strategy, readers will receive news and perspectives that match their interests.

Phan Hoa Giang

Source: https://www.congluan.vn/ai-trong-viec-ca-nhan-hoa-noi-dung-yeu-to-cot-yeu-mang-lai-thanh-cong-cho-cac-toa-soan-post249774.html