Event CMS MAG: How Protecmedia is redefining the Content Management System

As part of the ‘CMS MAG’ (AInnovación 2025) event, held in Madrid on September 24, 2025,
Protecmedia’s Sales Manager, Carlos Ardila, delivered an inspiring presentation addressing one of the great dilemmas of contemporary journalism: how to innovate in times of technological disruption without losing commitment to truth, ethics, and press freedom?

The challenge of innovating without losing the soul of journalism

At the beginning of his talk, Carlos Ardila reflected on the impact that artificial intelligence is having on the information ecosystem, acknowledging both its opportunities and its risks. He emphasized that AI can be a powerful ally to improve editorial processes, but it must never replace human judgment or the journalist’s ethical commitment.

Therefore, in his opinion, it is vital that media organizations review how journalism is practiced to incorporate technology without sacrificing the core values that have always defined the profession. This is also a viewpoint shared by Sam Altman, CEO of OpenAI and creator of ChatGPT, who stated:

 “Today, the entire process of knowledge creation is being completely redefined. Moreover,
artificial intelligence is essential if we want to continue evolving.” 

What does this renewal process mean for the profession? 

1.  A profound transformation of journalism: AI is redefining how information is produced and consumed.
2. Facing new ethical challenges: truthfulness and credibility are at risk if automation is done without judgment, so journalists must act as their guarantors.
3. A new technological opportunity: AI can enhance professional efficiency but must be used responsibly. It should be remembered that AI can be journalism’s ally, but never its replacement.
4. An opportunity to innovate with purpose: technology alone does not guarantee professional improvement; classical journalistic values must also be preserved.
5. The defense of free journalism: press freedom is non-negotiable, even in automated environments. 

 Regarding the impact of technology on the way we work, Enrique Dans offers a metaphor worth reflecting on:

 “I, with a hammer and chisel, can at most break stones, but Michelangelo

was capable of sculpting David.” 

It is a brilliant reminder that the tool is not everything; what matters most is the talent, judgment, and intention of the person using it.

In this context, how does protecmedia help media organizations?

 At Protecmedia, we understand that artificial intelligence is not a threat but an opportunity, a lever for transformation. That’s why we work alongside media outlets so they can adopt AI strategically, ethically, and efficiently.
Our goal is to provide solutions that transform and modernize the way they work from various perspectives:

• Intelligent editorial automation (ITER WCM): our tools allow the generation of drafts, headlines, and summaries using AI, as well as personalized content based on user profiles.
• Workflow optimization (AIDA DXP): we reduce production times without sacrificing quality.
• Information gathering: through AI, we collect structured data from multiple sources and generate real-time content supervised by journalists. A perfect example is ‘Notya News,’ a tool we will soon launch to help journalists actively monitor and automate a significant part of their work. For instance, when covering sports news about a specific club, this platform will allow them to follow players’ social media, monitor what is being said about them, analyze what other media publish, or extract data from structured databases.

All our solutions rely on human supervision following the principle of ‘Human In The Loop’ (HITL), ensuring human intervention in automated processes so that results are more accurate, ethical, reliable, and adaptable than those generated solely by algorithms. In journalism, this brings back the “soul” we mentioned earlier.

Advantages for journalists

By using AI-based functionalities included in our solutions, journalists significantly increase their productivity, as tasks that previously took hours can now be done in minutes—or even seconds in some cases. For example:

• Assistance with headlines and content.
• Grammatical analysis.
• A/B testing.
• Automatic table creation.
• Translation.
• SEO traffic-light system.
• Proofreading.
• Automatic meta-tagging.
• Related content.
• Photo processing.
• Consistency analysis.
• Summary creation.
• Individual prompting.

In fact, the results speak for themselves: with these solutions, we have achieved up to 80% automation, which has improved media efficiency by optimizing workflows.

Innovating with purpose 

At Protecmedia, we believe that innovation must have a purpose. That’s why our solutions are designed to strengthen journalism, not replace it. AI should serve truth, efficiency, and editorial sustainability.

Carlos Ardila’s presentation at ‘CMS MAG’ reminds us that journalism is undergoing a profound transformation, and that artificial intelligence can be an ally if used wisely. This is a vision we fully share, to help media organizations innovate without losing their essence.

Because the future of journalism does not lie in machines, but in how we use them to better tell the stories that matter.