When it comes to AI adoption, experimentation is easy—scaling is hard. So, what is the difference between AI projects that fade out and those that transform newsrooms? A strong infrastructure.
In this episode of Newsroom Robots, I talk to Kasper Lindskow, Head of AI at JP/Politikens Media Group, about what it really takes to integrate AI into a newsroom at scale.
As one of Denmark's largest media groups, they're transforming AI from an experimental add-on into an essential part of their journalism.
Their journey began in 2019 with the Platform Intelligence in News (PIN) Project, where they recognized AI's transformative potential for journalism. Partnering with technical universities and social science departments, they built a strong foundation of research to drive innovation.
This ambitious approach led to Magna, a sophisticated AI suite that adapts to each publication's unique voice. When journalists at the tabloid Ekstra Bladet use Magna, it generates content that mirrors their bold, distinctive style. Enter the same request at the broadsheet Politiken, and the output shifts to match its more formal, refined tone.
Beyond basic writing assistance, Magna provides draft generation, research tools that scan archives and story enrichment features like fact boxes and FAQs tailored to their newsroom's coverage.
Here are my three key takeaways from our conversation:
1️⃣ Infrastructure Matters More Than Hype
Many news organizations experiment with AI, but its real impact comes from building long-term infrastructure. Kasper emphasizes that for AI to be truly effective, it must be deeply embedded in newsroom workflows—not just added as a novelty. That means designing systems journalists trust and rely on consistently in their reporting process.
2️⃣ AI in News Is a Marathon, Not a Sprint
Building effective AI solutions takes time and iteration. Kasper shares their three-stage development process: first testing with a small internal team to refine the concept, then conducting focused workshops with a limited group of journalists to get editorial feedback, and finally rolling out to the entire newsroom with ongoing training and support. This methodical approach ensured that tools like Magna evolved to meet real newsroom needs rather than remaining technical experiments.
3️⃣ Scaling AI Requires More Than Just Tech
The biggest barrier to AI adoption in newsrooms isn't technology alone—it's organizational readiness. Kasper explains that editorial buy-in, change management, and training are just as critical as the technology itself. Without them, AI risks becoming just another tool rather than a fully integrated part of newsroom operations.
We also discussed their 'Values Compass'—a framework that ensures AI systems align with journalistic, technical, business, and user considerations. This approach has led to practical guardrails, such as preventing recommender systems from over-representing sensitive topics like violent crime.
JP/Politikens Media Group's approach highlights a fundamental shift: AI is no longer just a tool for automation—it's a strategic asset shaping the future of journalism.
What I found most valuable was learning how thoughtful infrastructure planning can turn AI from an experimental novelty into an essential newsroom asset.
Kasper also shares his vision for the future of AI in journalism: AI agents that could evolve Magna from a collection of tools into what I called a true 'newsroom brain.' That future may be closer than we think.
🎧 Listen to the full conversation on Apple Podcasts, Spotify or other major podcast platforms.
Share this post