How The Seattle Times uses AI to drive revenue in local news: In Conversation with Kati Erwert & Tristan Loper

2026-03-13 · Source: Newsroom Robots · Field: Media & Entertainment — Publishing & Journalism, Advertising & & Marketing Technology, Entertainment Technology & Innovation · Depth: Intermediate, extended

Summary

The Newsroom Robots podcast, supported by The Lenfest Institute for Journalism, featured Katie Overt of The Seattle Times and Tristan Loper of the Lenfest Institute to discuss AI's impact on local news. The Seattle Times initially faced strong internal resistance to AI 18 months ago but successfully drove cultural change by starting AI implementation within its advertising department. This led to the development of a "prospecting agent" that helps ad sales teams identify and close new business, generating revenue within a single day. The Lenfest AI Collaborative and Fellowship Program, funded by OpenAI and Microsoft, places AI engineering talent in 11 news organizations, including The Seattle Times, to develop AI products focused on business functions like audience revenue and operations, rather than replacing journalists. The program emphasizes sharing code, product decisions, and learnings among participants to foster innovation and sustainability in local news.

Key takeaway

For AI Product Managers or Directors of AI/ML in news organizations aiming to integrate AI, prioritize initiatives that demonstrate clear, measurable business value, such as revenue generation or efficiency gains in non-journalistic functions. Starting with departments like advertising, where there's an appetite for experimentation and a direct link to ROI, can build internal momentum and overcome initial resistance. You should also actively participate in collaborative programs to share and adopt best practices, ensuring your AI investments are sustainable and scalable beyond initial funding.

Key insights

Strategic AI adoption in news organizations can drive revenue and cultural change by focusing on business-side applications.

Principles

• Start AI initiatives where enthusiasm and clear ROI exist.
• Prioritize AI for business functions to enable journalism.
• Share learnings and code across organizations to accelerate adoption.

Method

Implement AI by deploying dedicated engineering talent to actively listen to departmental challenges, rapidly develop proofs of concept, and iteratively refine functional prototypes with beta users, prioritizing cultural change and sustainability.

In practice

• Develop AI prospecting agents for ad sales to identify new leads.
• Use AI to centralize disparate audience data for marketing insights.
• Explore AI tools for internal training and onboarding efficiency.

Topics

• AI in Local News
• Lenfest AI Collaborative
• Advertising Revenue
• AI Prospecting Agent
• Cultural Change Management

Best for: Director of AI/ML, AI Product Manager, Consultant

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Editorial summary, takeaway, and curation by AIssential. Original article published by Newsroom Robots.