How media companies are practically using generative AI to strengthen their business
Concrete, innovative use cases of GenAI for news publishers
Scope of the Initiative
Product Development
What does the future of the news experience look like? How can we better understand, serve and monetise our audiences?
AI Agents
How are they working out for the news business? Is it mainly hype, or are we seeing actual results?
Advertising and Marketing
How can GenAI support advertising and marketing activities, whether it is through chatbots or enabling personalisation?
Newsroom
How can we scale the adoption of GenAI to help produce trustworthy, relevant journalism?
Business Efficiencies
Where can businesses find productivity gains through automation so that employees can focus on tasks that truly require creativity and human judgement?
Revenue Generation
How can AI multiply revenue generation opportunities without simultaneously scaling costs?
The 2024 Year-in-review Town Hall meeting of the Generative AI Initiative
Deliverables
Newsletter
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Slack channel
A place to share GenAI experiences both privately and publicly. Sign up here
Reports
Read the latest report by clicking here
Master Class
Engage with leader in the field and exchange ideas at master classes focused on using AI intelligently. Register now
Ask Me Anything
For corporate members of INMA, connect your teams with Sonali Verma for private mentoring.
Upcoming Generative AI Initiative Events
Generative AI Initiative Committee Meeting
October 15 | Meeting
Generative AI Town Hall
November 05 | TownHall
Generative AI Initiative Committee Meeting
November 13 | Meeting
Generative AI Initiative Committee Meeting
December 10 | Meeting
Latest Generative AI Initiative Blog Posts
BBC, orthopedic podcast illustrate best practices for audio GenAI applications
September 02, 2025
How to measure, communicate the impact of AI at news companies
September 01, 2025
Times of India uses GenAI as an engine for new products — and revenue
August 19, 2025
ALL Generative AI INITIATIVE BLOGS
Generative AI Initiative Lead
Heading the Generative AI Initiative for INMA is Sonali Verma, an independent consultant working on digital transformation projects. Sonali recently spent nearly five years with The Globe and Mail’s Sophi, prior to which she worked more than a decade for Canada’s newspaper of record in audience and editorial roles. She had prior stints at Bloomberg, CNBC, and Thomson Reuters. She has worked in Toronto, Singapore, Delhi, London, Hong Kong, and Manila.
Generative AI Initiative Advisory Council
Mission
INMA’s Generative AI Initiative aims to surface news media GenAI use cases across the enterprise – newsroom, advertising and marketing, and more. The one-year initiative was approved by the INMA Board of Directors for 2024 as a way of moving the news industry from theories to practicalities with GenAI.