Start spreading the news: AI has a place in media
Much like all technological innovations, generative AI is neither good nor bad: it’s a tool with potential, but only if one knows how to use it effectively and achieves positive results. Several studies have revealed the potential and the promise of generative AI, but it’s starting to bump against reality.
An MIT study revealed the primary challenge is not the efficacy of the AI models large companies are using, but rather the lack of training for employees, resulting in only 5% of these AI pilot programs producing revenue growth.
A 2025 survey by WalkMe, an SAP company, found that only 7.5% of the more than 1,000 employees surveyed reported being thoroughly trained on the use of AI tools. Although 80% of employees experienced improved productivity, 59% were spending more time trying to use generative AI tools than if they had completed their tasks without it.
The news and media industries are also wrestling with the impact of AI. Many are cautious because generative AI’s capabilities strike at the heart of what it means to be a publisher, editor, journalist, visual storyteller and anyone creating print, audio and video content.
Others in news and media, however, are leaning into AI and quickly discovering how to use the tools to evolve their information gathering and content distribution process and to drive substantial revenues.
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