In a rapidly evolving media landscape, artificial intelligence (AI) is no longer a distant possibility but a present reality. News organizations, both large and small, are increasingly embracing AI-driven tools to optimize newsroom efficiency, boost audience engagement, and drive revenue.
During a recent E&BrandeaP-sponsored webinar, media leaders explored how AI-powered solutions—like those developed by NOTA—are transforming content strategy and newsroom workflows. The conversation featured Josh Brandau (Founder & CEO of NOTA), Evan Young (COO of NOTA), and Secret Wherrett (Publisher of El Paso Inc.), who shared their experiences with AI in their respective news organizations.
AI adoption in newsrooms: From hesitation to integration
For many newsrooms, the transition to AI was met with skepticism. Journalists and editors feared automation would replace human-driven reporting. However, early adopters like El Paso Inc. have proven that AI can be an efficiency tool rather than a replacement for journalists.
“We were paying attention as soon as ChatGPT blew up,” said Wherrett. “Our editor and I started playing around with it, wondering how it might fit into our workflow. Then in December 2023, NOTA came onto our radar, and by January 2024, we had onboarded it into our newsroom.”
Rather than generating news content, NOTA’s AI-powered solutions help optimize SEO, social media distribution, and content amplification. These enhancements free up journalists to focus on in-depth reporting while AI handles the routine tasks. “If you’re not using AI, your competitors are,” Young pointed out. “It’s no longer about if you should integrate AI—it’s about how fast you can do it while maintaining editorial integrity.”
Optimizing content for maximum engagement
One of AI’s biggest advantages in the newsroom is its ability to refine content for audience engagement. Tools like NOTA help publishers structure their articles for better SEO performance, social sharing, and user interaction—a critical need as audience attention spans shrink. “Our AI tools can analyze headlines, summaries, and keywords to maximize reach,” Brandau explained. “We’ve seen a 22% increase in search traffic for some of our media clients, simply by optimizing content for discoverability.”
At El Paso Inc., NOTA’s AI suggests multiple headline variations, helping editors craft titles that perform best on different platforms. “It’s all about getting our content in front of more people,” said Wherrett.
The role of AI in social media and content distribution
With social media driving a significant portion of online news consumption, publishers need tools that ensure their content is tailored for multiple platforms. NOTA’s AI generates platform-specific social media posts, helping newsrooms scale their audience engagement without additional workload. “A headline that works in print won’t necessarily work on Facebook or LinkedIn,” Young explained. “Our system ensures that each social post is optimized based on the best practices for that platform.”
Wherrett noted that this feature has been a game-changer for El Paso Inc.. “We have a small team, and social media is time-consuming,” she said. “Being able to generate social posts instantly—and in our brand’s tone—means we can push content out more efficiently.”
Additionally, AI-driven tone customization allows media companies to maintain their distinct voice across platforms.“Every publication has a unique style,” Brandau added. “With AI, we can analyze and replicate that tone, so all content—whether it’s a tweet, a newsletter, or an article—feels authentic.”
AI and sponsored content: Increasing profitability
Beyond audience engagement, AI tools are helping publishers unlock new revenue streams—particularly in sponsored content. For local and B2B publishers, branded content is an essential part of their business model, but it often comes with high production costs. AI is changing that. “We’re just getting started, but our goal is to use AI to make sponsored content more efficient and profitable,” Wherrett shared. “Instead of tying up our editorial staff, we’re leveraging AI to generate headlines, optimize formatting, and distribute content for our advertising partners.”
Brandau emphasized how AI can reduce costs and increase ROI for sponsored content. “Traditionally, branded content has been hard to scale due to production costs,” he explained. “With AI, publishers can create a robust package for advertisers—offering multiple distribution formats without additional labor.”
Young added that NOTA is exploring ways to help sales teams pitch content packages more effectively. “We’re developing tools that help news organizations build pitch decks and proposals,” he said. “Imagine walking into a meeting with an advertiser and showing them a real-time preview of how their campaign will look across different formats.”
Navigating AI’s ethical and editorial challenges
While AI presents numerous advantages, it also raises ethical concerns about transparency, data security, and journalistic integrity. Many newsrooms are now crafting clear AI policies to define how the technology is used. “The biggest misconception is that AI replaces journalism—it doesn’t,” Brandau stated. “It assists with workflow, but human oversight is always required. That’s why having an AI policy in place is crucial.”
Wherrett agreed, adding that El Paso Inc. is careful about how AI is used in editorial processes. “We don’t use AI to write articles,” she said. “It helps with formatting, headlines, and engagement, but reporting is still entirely human-driven.”
Young recommended that news organizations publicly disclose their AI policies.
“Readers want transparency,” he noted. “If AI is assisting with optimization or distribution, let them know. But it’s important to clarify that journalists are still driving the storytelling.”
Final takeaways: Why publishers must act now
As the webinar wrapped up, the panelists emphasized one clear message: AI is not a future consideration—it’s a present necessity.
“Ignoring AI means getting left behind,” Wherrett warned. “Small publishers, especially, can’t afford to play catch-up years from now. The time to integrate AI into your workflow is now.” Brandau echoed the sentiment, stressing that AI should be seen as an opportunity, not a threat. “Newsrooms should focus on what they do best—great storytelling,” he said. “AI can handle the rest: optimizing content, amplifying reach, and ensuring that stories get in front of the right audiences.”
Young pointed out that the adoption of AI tools is no different from past technological shifts in journalism. “Every innovation—from search engines to mobile to social media—has been met with resistance,” he said. “AI is just the next step in that evolution. The key is using it strategically to enhance, not replace, journalism.”
For publishers still on the fence, the consensus was clear: AI is here to stay, and those who embrace it will have the competitive advantage.
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