For some, the idea of reading a news article prepared by a 'robo-journalist,' or algorithm, leaves them feeling cold—many people want context and culture imbued in what they're consuming. For others, robo-journalism makes more sense, because they just want the facts, and want them fast.

This is according to panellists Paul Wallbank, Jodie Sangster, and Mylan Vu, at today's Mumbrella and Hotwire co-hosted breakfast roundtable on the topic of "Robo-journalism is coming—so what does that mean for your brand?"

The roundtable analysed many topical issues, including the impact of AI on the future of work, moment-based engagement, and reaching a balance of speed and accuracy in the race to propagate content.

One particular conversation was especially timely, given that this week, Google has announced a new tool called Real-time Content Insights. RCI is an AI-driven platform to inform publishers on audience trends across their website in real time, such as identifying the trending news stories that will attract more readers.

Paul Wallbank, the news editor at Mumbrella, mentioned journalists have typically relied on gut-feel to discern what stories would perform well or resonate widely—particularly in the print days of old, when true measurement was scarce. 

Nowadays, thanks to the value add of rich data gleaned from AI, journalists can have a more accurate understanding of article popularity, performance, and engagement at the touch of a button, and pivot on editorial decisions accordingly. 

Whilst it's easy to get caught up in narratives about AI taking over jobs or dwell in the novelty of articles prepared by machines, there's these other massive value adds of AI, like these new layers of technology supporting journalists and publishers. It's this technology which empowers publishers to put the audience front and centre—as they should be.

If you're interested in finding out more about the new dichotomy of robots and journalists, you can download a copy of Hotwire's exclusive whitepaper.