Media outlets have always been subject to constant change, powerfully influenced by technology and social transformation. However, in recent years their capacity for adaptation has been put to an especially demanding test by the rise of Artificial Intelligence (AI) and its consequences: from new features such as AI Overviews, to the need to develop new commercialisation and monetisation models, as well as novel systems for automation and content generation
This is an accelerated digital transformation that, in a short space of time, is generating more change than many companies can absorb on their own — particularly regarding the behaviour and consumption habits of audiences. As a result, demand has grown for new professional profiles capable of adapting to this context and integrating tools that harness the potential of this technology and improve competitiveness.
In this article, we explore these professionals and the solutions that are driving this new chapter in media evolution.
The Impact of AI on Media Organisations
In Spain, approximately four out of five journalists (83%) already use Artificial Intelligence in their day-to-day work, according to the study 'Artificial Intelligence for Journalists: Enemy or Ally?' published by Estudio de Comunicación together with FAPE, Lyntia, and Servimedia. Yet 89% of those surveyed report that their employers allocate no budget or resources to the topic, and have no specialised departments to develop this technology.
This situation is driving a trend towards self-directed learning, in which individual professionals take the initiative to adopt these tools to automate tasks, save time, and boost productivity. The German KI-Reifegrad Report 2025 on AI maturity confirms this picture: fewer than 15% of local media outlets have managed to translate the use of these solutions into direct commercial benefits.
After decades of adapting to the digital environment, the arrival of AI has represented an inflection point and has accelerated obsolescence cycles. Being digital-first is no longer enough: the key to success now lies in using this technology efficiently and maintaining a user-centred approach. Organisations that adapt most quickly and effectively will stand the best chance of surviving in an ecosystem where the rules have changed rapidly.
Less Traffic, Less Revenue
In the digital ecosystem, Google's implementation of AI Overviews has disrupted the traditional model based on search-engine referral traffic. This feature arrived in Spain in March 2025, placing AI-generated summaries at the top of search results pages — enabling Google to answer complex or long-tail queries directly in milliseconds, sparing users the need to click through to multiple websites.
The result for media organisations is a drop in traffic that damages their business model — and the smaller the outlet, the more pronounced the impact. According to a study published by Axios, over the past two years:
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Outlets with 1,000–10,000 daily page views have suffered a 60% traffic collapse.
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Mid-sized newspapers with 10,000–100,000 daily page views have lost an average of 47% of their traffic.
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Large outlets with more than 100,000 daily views have seen a negative impact of 'only' 22%.
Towards New, More User-Centric Models
To survive and compete effectively in this complex landscape, media organisations are being forced to:
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Focus on D2C (Direct-to-Consumer) models that strengthen the direct relationship with readers through newsletters, subscription services, and mobile applications.
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Optimise operational efficiency through automation of low-value-added processes — helping maintain profitability across both print and digital channels.
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Diversify monetisation, exploring hybrid models that combine quality programmatic advertising, paywalls, events and experiences, and first-party data exploitation.
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Use intelligent commercialisation and affiliate marketing techniques, integrating AI to segment audiences, generate recommendations, and predict demand.
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Explore the opportunities offered by content licensing for the training of AI models — an area where the European Union is advocating for publishers to be compensated for the repeated use of their content.
Digital Transformation Is Also Changing How Newsrooms Work
AI is not only changing the way content is distributed, presented, and commercialised — it is also transforming the way it is produced. Today's digital journalists stand out for their efficiency, as newsrooms must be more agile and productive to deliver value to users and offer personalised experiences.
Thanks to technology — such as the automation of repetitive tasks, assisted editing, predictive analytics, fact-checking, and editorial optimisation — human talent is increasingly being directed towards analysis, creativity, and strategic planning.
This explains why, in recent years, the industry has seen entirely new professional roles emerge — prepared to properly internalise digital transformation processes and translate them into media organisations, facilitating the integration of new AI tools and laying the groundwork for greater efficiency and improved profitability.
AI Editor
Responsible for overseeing the ethical and efficient use of generative tools, enabling newsrooms to make full use of the capabilities integrated in modern platforms. This role coordinates the incorporation of generative models into daily editorial workflows, verifies the quality of automatically produced content, and defines protocols that guarantee transparency and rigour. Their work is essential for driving digital transformation without compromising editorial values.
Editorial Automation Specialist & Prompt Engineer
Responsible for designing workflows to optimise editing, classification, and multi-channel publishing tasks. This involves building prompt libraries, configuring automation systems that accelerate repetitive processes, and training teams in the effective use of AI. Their role is pivotal for increasing productivity in an increasingly demanding environment.
Chief Data Officer (Media)
In the wake of declining referral traffic, understanding users and monetising subscription models have become fundamental. This professional analyses data to build a direct relationship with the reader and monetise it. They lead advanced segmentation projects, define strategic KPIs, and ensure data quality and governance — all essential for D2C model profitability.
Community Manager & D2C Strategy Lead
In charge of activating audiences, driving subscriptions, and defining the management strategy for the ecosystem of newsletters, apps, and notifications. This role also monitors user behaviour, designs loyalty programmes, and coordinates engagement actions that strengthen the direct relationship between the outlet and its readers.
Multi-Format Monetisation Manager
Coordinates advertising, subscription, and circulation revenues in organisations that have advanced in their digital transformation. Their work involves supervising the integration of innovative advertising formats, analysing the profitability of each channel, and collaborating closely with editorial and marketing teams so that hybrid business models can be implemented to maximise revenue across each platform.
Media Product Director
Ensures that the workflow is efficient and profitable across all platforms. Their mission is to optimise costs and time in multi-platform production, aligning editorial needs with technical capabilities, prioritising improvements to publishing platforms, and ensuring that every digital product responds to the outlet's overall strategy.
Protecmedia: A Key Partner for Real Digital Transformation
At a time when AI and new business models are comprehensively redefining the industry, media organisations need a partner capable of guiding them with specific solutions and proven expertise.
Protecmedia not only offers technologies designed for modern newsrooms — including Milenium DXP, AIDA, Quay, and Shipo — that optimise processes, strengthen the D2C model, and improve profitability. We also support our clients from the initial project definition through to post-implementation, because navigating the complexity of a newsroom involves not only technological change, but cultural shifts that are determinative for success.
With an integrated and specialised approach, our solutions turn digital transformation into a tangible opportunity to drive growth, strengthen the relationship with audiences, and ensure the long-term sustainability of the outlet.
Discover today how we can help you advance your digital strategy and accompany you every step of the way. Contact us at https://protecmedia.com/en/contact-us and start preparing your organisation for what lies ahead.
Recommended reading:
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Media as content hubs: the logical evolution toward more conversational models
- AI Use Cases for Cost Savings Through Distribution Optimisation
