Mi3 initiated its Fast News service two years ago as an experiment in AI automation, aiming to provide comprehensive coverage across Australia's marketing, agency/consulting, media, and tech professional communities. The objective was to use automation to deliver daily news updates, including people moves, promotions, company announcements, and campaigns, which the existing editorial team could not cover due to capacity limitations. This 'transactional' news was intended to expand Mi3's offering and audience reach while increasing commercial potential through efficient content delivery.
Key Learnings from AI Implementation
Mi3 identified several key learnings from integrating AI into its newsroom operations:
- Business Case Necessity: Fast News was established as a net new product to extend Mi3's offering and audience reach, not as a replacement for existing staff or a cost-cutting measure. The project added hours to the weekly editorial remit but was deemed valuable for providing a more holistic offering.
- Human-in-the-Loop Requirement: AI products do not operate autonomously. Mi3's editorial team is actively involved at every stage of the news creation process. This includes selecting source materials, adding comprehensive and relevant content, editing articles, and managing final output. The team's industry experience, news judgment, contextual knowledge, and analytical skills are essential for making transactional news relevant and valuable.
- Audience Response: While Mi3 anticipated diversifying its audience to include more junior professionals, the daily quick reads also deepened relationships with senior practitioners. The AI-supported news offering doubled Mi3’s overall traffic and increased the frequency and engagement of its overall product with the industry's senior audience.
Future Direction
Mi3 is integrating its AI-supported transactional news into its main masthead offering, acknowledging AI-supported content delivery as a permanent aspect of newsrooms. The publication will now feature an all-in-one daily offering that combines its in-depth analytical content with curated transactional news. Mi3 will also continue to provide weekly 'Big Hits' round-ups of popular longer reads, maintaining its focus on serving leaders and emerging leaders across its core industry sectors.