The future of journalism: This is how AI changes our everyday editorial life!

The future of journalism: This is how AI changes our everyday editorial life!

APA-Pressezentrum, Österreich - On May 22, 2025, Publisher Summit, organized by APA and Google Austria, took place in the APA press center. The focus of the event was on the use and potential of generative artificial intelligence (AI) in editorial offices. Maimuna Mosser from Google Austria emphasized the transition from the initial "Ki-Wow" to a concrete "AI-how". This rethinking shows the high interest in innovation that is available in many media houses.

Clemens Pig, the APA CEO, emphasized the need for cooperation for the development of new business models and content. Verena Krawarik from the APA presented current projects from the transformation cooperation between APA and Google. A central component of the plans for 2025 is the introduction of regional data and the new planning tool "APA agenda", which should enable a collaborative live control in newsrooms.

challenges and opportunities of the KI

During the discussions it became clear that generative AI also touches basic principles of journalism. Krawarik pointed out that generative AI needs tested content as a basis in order to be able to deliver valuable results. The APA trend radar, presented by Thomas Schwabl, CEO from Marketagent, showed that two thirds of the media professionals interviewed use AI daily or occasionally. The most common applications are speech-to-text and text adjustments.

Despite the high acceptance, many face challenges. According to an examination that was carried out as part of the PR trend radar in 2025, 37% of those surveyed have no clear company guidelines for the use of AI. In addition, 54% of the participants indicate that these guidelines exist, but are faced with uncertainties and lack of know-how for a third of the respondents. This shows that the potential of AI in the communication industry recognized, but the implementation is still bumpy.

changes and expectations

The survey also showed that 30% of marketing decision -makers: Inside, they believe that they can save more than an hour of working hours a day by AI. Over 80% of the participants see the use of AI as an opportunity, while only a small part of the communications managers fear losing their jobs. The majority also prefer free AI tools and expect positive effects through new regulations, such as the EU AI Act, which should ensure greater transparency and against disinformation.

The event also offered an outlook on Google's current AI services. Hagen Wolf from the Google News Initiative explained the goals of the GNI, the promotion of quality journalism, the strengthening of sustainable business models and the establishment of an exchange community.

Overall, the event shows how AI can not only change the way of working, but also the content in editorial offices. Algorithms for quality evaluation and analysis of content are becoming increasingly important, since they search the Internet for news and evaluate the plausibility of the content through crawling. These automated systems use processes such as the sentiment analysis to record the basic mood of an article.

The growing acceptance and use of AI in the media and communication industry indicates productivity through innovation that will bring far-reaching changes.