AI-First Newsrooms: How Swiss Media Is Adapting, Innovating, and Facing New Risks

All AI, or what?

Digital first. Mobile first. Now, publishers are adding a new priority: AI first. Artificial intelligence offers clear efficiency benefits and fresh insights, but it also brings challenges that media companies must manage carefully.

AI in Journalism

Nadia Kohler leads the AI Lab at Tamedia in Zurich, a position that reflects the media company’s clear vision for the future of journalism. Two years ago, her role was focused broadly on content development product management. Today, it centers squarely on integrating AI into journalistic workflows.

Tamedia is shifting away from fixed content formats. Instead, readers can choose how they consume information. A pilot at Basler Zeitung allowed switching between full interviews and summarized texts, a concept Kohler calls “liquid content.” This flexibility is now expanding across other titles like Tages-Anzeiger.

The AI Lab has built an in-house toolbox to simplify AI use. Editors employ these tools for research and writing assistance, with access to popular models like ChatGPT, Claude, Gemini, and Mistral. Tamedia’s archive of 2.5 million pieces of content fuels this AI research. A contract with OpenAI ensures ChatGPT use complies with data protection, safeguarding sensitive information.

Kohler’s background combines journalism and product management, reinforcing the bridge between editorial and technology. Participation in programs like the Google News Initiative’s AI Launchpad encourages open exchanges with international media peers, especially in markets like Belgium. However, Swiss audiences remain cautious about AI, with older demographics demanding clear labeling of AI-generated texts and images, as found in the Reuters Study 2024 and University of Zurich research.

Tamedia’s stance on AI is pragmatic: employees are encouraged to integrate AI tools, but human responsibility over content remains paramount. Training sessions help about 600 journalists adapt, meeting reactions ranging from curiosity to skepticism. For Kohler, AI is an opportunity to enhance journalistic skills and prepare the craft for future demands.

AI at Ringier

Ringier, a major competitor based near Lake Zurich, also embraces an “AI-first” mindset. CEO Marc Walder announced the company’s shift to becoming an AI-driven organization during their annual Speak event. Ringier’s digital transformation started 17 years ago and now AI is the next step to strengthen its portfolio, which spans printed media, digital brands, sports platforms, and marketplaces.

AI supports 82% of Ringier’s pre-tax profits through digital activities. The company has implemented structures for AI use, including an AI Board, an international Advisory Board, a Chief Innovation & AI Officer, and dedicated AI managers. Collaboration with Palantir’s software enables smarter data handling and automated AI workflows.

About half of Ringier’s editorial content is now produced with AI assistance. The goal is to free up time so journalists can focus on refining stories. At Blick, AI tools help identify news by filtering social media and reports. Interview transcription and summarization into bullet points streamline editorial tasks and provide readers with quick overviews.

Since March, the AI chatbot “BliKI” offers readers a 24/7 contact point for questions, background info, and diverse perspectives. According to spokesperson Johanna Walser, AI complements rather than replaces editorial and business processes. These AI-driven features attract higher click rates across popular titles.

Still, AI has its drawbacks. The “zero-click” trend, where users get their answers directly from AI without visiting news sites, threatens independent journalism. Ringier is countering this by strengthening direct audience connections via apps, newsletters, communities, and events. Tamedia pursues similar strategies to maintain visibility and relevance across channels, ensuring readers find their way even as digital habits shift.

• "The introduction of AI should not be a pressure, but an invitation to further development."
• "The zero-click trend is putting independent journalism at risk."
• "The time gained should ensure that the editorial team can refine the articles even further."

For product development professionals, these insights highlight how AI integration requires balancing technology with human oversight, adapting workflows, and maintaining trust in content authenticity. Media companies demonstrate that AI is a tool to optimize processes, engage audiences differently, and preserve editorial quality.