Kolkata: In an era where artificial intelligence is rapidly redefining how news is produced and consumed, media organisations must move beyond operating as standalone institutions and instead build collaborative ecosystems with technology platforms and local communities, said global brand strategist Dr Erich Joachimsthaler at the 24th CII Brand Conclave 2025 in response to a question by Ei Samay's representative on how media entities can partner with technology platforms or local communities to strengthen its news delivery in an AI-first world from an ecosystem point of view.
AI an enabling force in journalism
Addressing the challenges and opportunities of news delivery in an AI-first world, Dr Joachimsthaler said artificial intelligence should be seen not as a threat to journalism, but as an enabling force that can strengthen its reach, relevance, and responsiveness, provided it is used responsibly.
From an ecosystem perspective, he stressed the importance of partnerships between media houses and technology platforms. While platforms bring scale, speed, and sophisticated AI tools for data analysis, content discovery, and personalisation, the core responsibility of journalism. Verification, context, and editorial judgment must remain with newsrooms. “AI can process information at unprecedented speed, but trust is still built through human editorial decisions,” he noted.
Dr Joachimsthaler said AI-driven systems can help media organisations detect emerging trends, analyse large datasets, translate content across languages, and improve distribution efficiency. By automating routine processes, AI allows journalists to focus on deeper reporting, investigative work, and storytelling that adds meaning rather than volume.
Equally critical, he said, is closer engagement with local communities. In an environment marked by information overload and declining public trust, community participation can strengthen credibility and relevance. Local contributors and on-ground networks provide insights that no algorithm can replicate. AI, he added, can help structure and validate community inputs, improving accuracy without diluting authenticity.
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AI moderation and public trust
However, Dr Joachimsthaler cautioned that ecosystem partnerships must be governed by clear ethical boundaries. Editorial independence, transparency in the use of AI tools, and accountability in content moderation are essential to preserving public trust. Media organisations must be open about where AI is used and where human judgment prevails.
Looking ahead, he said the future of journalism lies in co-creation rather than one-way publishing. Media entities that combine technological capability, editorial integrity, and community trust will be best placed to navigate the AI-first landscape.
“In a world shaped by algorithms,” Dr Joachimsthaler said, “credibility will remain the ultimate competitive advantage. Technology can amplify news, but only people can earn trust.”
