As news organisations work to incorporate AI, they must manage new implications whilst adapting to new technologies and consumer expectations, says the INMA.

Written by INMA Product and Tech Initiative Lead, Jodie Hopperton, How News Organisations Should Work With AI Companies outlines some of the proactive next steps news media companies can take now to keep up with the changing reality of AI in news media, the association adds.

Given the unpredictable nature of this new territory the news media industry is navigating, it’s critical to plan for multiple scenarios, says Hopperton.

Though partnerships between news organisations and AI companies are still experimental and in their early stages, the INMA says that the report offers insight into emerging models. Approaches include value-in-kind deals, revenue sharing, charging training fees on datasets and bundled partnerships.

The news media industry is still exploring the potential and looking at how to shape partnerships, protect content and remain relevant in a rapidly maturing AI ecosystem, the association adds.

The report is the culmination of several months of INMA research, including conversations with various AI players, companies working on the peripheries of the technology, news organisations and digging into the trends, technologies and hands-on trials of numerous products, the INMA says.

AI companies covered include OpenAI, Google AI, Microsoft, Anthropic, Perplexity, Mistral AI, Amazon, Midjourney, and middlemen companies ScalePost.ai, Tollbit, Prorata.ai and Human Native.

According to the INMA, How News Organisations Should Work With AI Companies delves into:

  • what LLMs are (and other key terms)
  • where news fits into AI
  • what partnerships with AI companies can look like
  • the AI company landscape
  • AI middlemen
  • what news organisations can do now, and
  • scenario planning.

The INMA concludes that the report is available for free to INMA members and for purchase by non-members here. 

For more information, visit www.inma.org. 

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