News publishers must keep up with the ever-changing world: 87% of publishers intend to invest in AI and data analytics to improve content creation, personalisation, and distribution, according to Arian Okhovat Alavian’s co-founder and one of the CEOs at Panta Rhai.

“I have a lot of respect for media companies and the media industry in general: Your competitors aren’t just those within the media field but also social media platforms, influencers, and sites like TikTok,” Alavian told attendees at last week’s INMA Media Innovation Week in Helsinki. 

“Customers must actively decide whether to spend their time on TikTok or reading the news. There are simply so many competitors that you have to contend with.”  

At the core of Alavian’s role is the development of innovative AI strategies for media companies. For instance, the German company has developed machine learning models from scratch and leverage generative AI technology to enhance existing models using the data publishers already have. 

“Having access to the extensive data that media companies possess is actually a significant asset,” Alavian said.

New storytelling formats 

Alavian said he firmly believes the future of media is poised to be much more data-driven than it currently is. 

“There is Augmented Reality, Virtual Reality, and blockchain technology but then also the platforms where people are spending most of their free time. For example, as said before, TikTok is extremely popular now, but something else may take its place in the future. As you know, navigating these channels is a significant challenge, but it has become an integral part of the ever-evolving media business.”

According to Alavian, media companies will also have to take new storytelling formats into serious consideration. As podcasts become increasingly popular, particularly in Europe, publishers could leverage them effectively to attract younger audiences. Additionally, interactive content, immersive experiences, and videos combined with audio provide media companies with numerous effective ways to engage their audiences.

New sources of revenue  

Alavian emphasised the connection between the news publisher and its audience, underlining the importance of face-to-face encounters:  

“I believe it is crucial to engage directly with your audience and find new ways to improve how media works. One example from a publisher we collaborated with involved setting up local pop-up offices. Rather than staying confined to their newsrooms, they moved into local public spaces like cafes. This allowed them to interact with the audience, make their presence known, and present their brand in a much more approachable and visible way.” 

Beyond simply transforming how media companies engage with their readers, there is a noticeable shift in the way they generate revenue, Alavain said.

“One significant trend we’re observing globally with media companies is the increasing diversification of their income streams. Currently, 11% of revenue is coming from sources outside of traditional circulation and advertising. Publishers are branching out into areas like events, e-commerce, and digital marketplaces, which are proving to be valuable new channels for growth.”

Invest in your own people 

Investment on AI is on the rise, as news publishers are investing more and more in AI and data analytics to improve their operations. However, according to Alavian, there is still a significant gap in workforce training. 

“Despite the growing emphasis on AI, only 1 in 20 European companies has trained more than 25% of its workforce in AI, which is the lowest rate globally,” Alavian said. 

This highlights the importance of not only investing in technology but also in training employees with the essential skills needed to fully harness AI's potential within the media industry. 

As important as educating the current generations is empowering the next generation. To thrive, news organisations must focus on several key strategies. First, fostering a culture of continuous learning is essential — encouraging employees to constantly update their skills ensures that they stay competitive in an age of rapid technological advancements.  

Second, companies should encourage innovation and risk-taking: it creates an environment where new ideas can flourish. This approach allows media organisations to stay ahead of the competition. 

“There is a lot of uncertainty and lots of changes happening for example within technology. In my experience, the best thing to do is to invest in your people, Alavian said.

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