Audience trends: AI intermediaries and discovery

AI is rapidly becoming part of how news is produced, distributed, and discovered. But what does that actually look like inside a newsroom?

In this episode of The Media Copilot, host Pete Pachal speaks with Gina Chua, Executive Editor at Large at Semafor and Executive Director of the Tow-Knight Center for Journalism Futures at the CUNY Graduate School of Journalism.

Chua shares how Semafor is experimenting with practical AI tools that support journalists in everyday workflows. These include tools for copy editing and proofreading, systems that suggest relevant datasets for charts while a reporter is writing, and tools that help surface related reporting across different outlets and languages.

The conversation also explores how newsrooms can organize large volumes of information. At Semafor, interview transcripts from events and panels are integrated into internal systems so reporters can quickly search conversations, locate quotes, and review context directly.

Chua emphasizes that these tools are designed to assist newsroom work rather than replace editorial judgment. She also offers a useful way to think about large language models: they are built to work with language, not to verify facts. When used carefully with known text sources, they can help summarize, organize, and analyze information.

Beyond newsroom workflows, the discussion turns to the broader shift happening in how people access information. AI tools, chatbots, and automated summaries are increasingly becoming a gateway to news, which raises important questions about trust, verification, and the future role of journalism.

This episode looks at how reporters, editors, and media organizations are adapting as AI becomes part of the information ecosystem.

What we cover
• How Semafor is experimenting with AI tools inside the newsroom
• Using transcripts and Slack to search interviews and discussions
• Why language models are useful for handling text but not verifying facts
• The role of human review in newsroom publishing decisions
• How AI interfaces are changing the way audiences find news

TIMESTAMPS:

00:00 – Intro: Journalism in the AI Era

02:15 – Gina’s Background & Semafor’s Model

06:00 – How Newsrooms Are Using AI Today

10:00 – Trust in a Synthetic World

14:00 – Transparency & Disclosure

18:30 – AI Tools Inside Reporting

23:00 – The Risk of Information Overload

27:30 – Reinventing the News Business

32:00 – Where AI Helps Most

36:30 – The Future of Journalism

About the 👤 Guest GINA CHUA

LinkedIn 👉 https://www.linkedin.com/in/ginachua

X (Twitter) 👉 https://x.com/GinaSKChua

Instagram 👉 https://www.instagram.com/gina_chua_nyc 

Personal Website / Writing 👉 https://ginachua.me 

Author Page (Semafor) 👉 https://www.semafor.com/author/gina-chua

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About the show: To explore more conversations like this and see what’s new, visit the freshly updated Media Copilot website at mediacopilot.ai. You’ll find new episodes, expanded resources, and tools designed for journalists, communicators, and media leaders navigating the fast-changing world of AI. It’s the home base for everything Media Copilot and it’s just getting started.

Produced by Pete Pachal and Executive Producer Michele Musso
Edited by the Musso Media Team 

Music: “Favorite” by Alexander Nakarada, licensed under CC BY 4.0

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