At The Seattle Times, an AI tool identified a new prospect and helped close additional ad revenue in a single day. The Seattle Times is one of 11 news organizations participating in the Lenfest AI Collaborative and Fellowship Program, funded by OpenAI and Microsoft. Through this initiative, AI engineering fellow Rajesh Barade worked with the advertising team to address their challenges and developed a prospecting agent. This tool enables sales representatives to enter a category or focus area, identify businesses spending in that market, find decision-makers, access advertising spend data, and generate personalized outreach.

The Seattle Times deliberately began its AI efforts in advertising rather than the newsroom. Early successes helped build momentum across the organization. This led to listening tours across finance, HR, and eventually the newsroom, where a municipal meeting listening tool is now in development.

This week on Newsroom Robots, host Nikita Roy speaks with Kati Erwert, Senior VP of Product Marketing and Public Service at The Seattle Times, and Tristan Loper, Head of National Programs at the Lenfest Institute, to explore how the prospecting agent works, why starting in advertising was key to unlocking organization-wide adoption, and what it takes to turn early AI successes into lasting capability.

In this episode:

02:07 — How The Seattle Times built internal momentum for AI adoption

05:51 — What the Lenfest AI Collaborative is and how it works

09:29 — Inside the prospecting agent: how a sales rep closed business in one day

14:11 — Why starting with advertising drove cultural change across the organization

17:07 — The buy vs. build decision in a fast-moving AI landscape

19:03 — How open-source code sharing works across the 11-newsroom cohort

24:44 — Building the municipal meeting listening tool and beyond

37:07 — Navigating the tension of blocking AI bots

45:47 — How smaller newsrooms can get started with AI today

This episode of Newsroom Robots is supported by The Lenfest Institute for Journalism.

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AI is settling in as infrastructure within newsrooms, a layer quietly reshaping how journalists discover information, how stories move through production, and how audiences increasingly expect news to reach them.

In this episode of Newsroom Robots, recorded live in New York City at TV News Check’s News Tech Forum, host Nikita Roy brings together four industry leaders to examine the tangible ways AI is transforming newsroom operations. The conversation features Ryan Struyk, Director of AI Initiatives at CNN; Rubina Madan Fillion, Associate Editorial Director of AI Initiatives at The New York Times; Arlyn Gajilan, Global Editor of AI Development and Integration at Reuters; and Burt Herman, Co-Founder and Principal of Hacks/Hackers.

The discussion focuses on defining questions for the news industry: Where is AI already delivering real operational impact? How should newsrooms adapt to a world of “liquid content” and AI-mediated distribution? Is human-in-the-loop governance sustainable, or is it already breaking down? As trust in news declines and trust in AI interfaces rises, what becomes journalism’s true competitive advantage?

In this episode, they cover:

03:10 — Where AI is already embedded inside CNN’s newsroom workflows

04:25 — How The New York Times uses AI to power investigative reporting and the “Manosphere Report”

07:30 — How Reuters compressed story production from minutes to seconds and feature development from three months to three weeks

11:44 — Why Hacks/Hackers is urging small newsrooms to think from first principles before adopting AI

15:15 — The rise of liquid content and what it means when audiences reshape journalism into their preferred formats

23:24 — Why local news holds a unique advantage in an AI-mediated information landscape

29:12 — Five years from now: What newsrooms hope they get right

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