Leveraging AI for target group testing in journalism

Starting in October 2024, Willem de Haan will be one of the two winners of this year's Journalist-in-Residence program, researching how AI-powered tools can help optimize the distribution of journalistic content.

As part of the Journalist-in-Residence (JIR) program, journalists are given full access to research their own topics related to intelligent systems and the interface of journalism and AI. This program is organized by the Center for Rhetorical Science Communication on Artificial Intelligence (RHET AI) and Cyber Valley, and funded by the Volkswagen Foundation.

Developing AI-supported target group testing for journalism

The amount of content in the overall digital landscape is growing exponentially. At the same time, intermediaries such as Google, and social networks such as Instagram are gatekeepers for journalistic content. Willem de Haan believes that to ensure future success in journalism, it will be crucial to focus on two key aspects: effectively reaching the intended audience to maximize reach, and producing content that precisely meets the specific needs of users.

How should content be designed to appeal to users in a targeted manner? Which channel offers the greatest potential for reaching a target group with specific content? And what special features need to be taken into account when designing for and distributing on a particular channel? Can AI-supported tools aid in the optimization of distribution and if so, to what extent? That's what I want to find out during my stay at Cyber Valley by talking to various experts,” says Willem de Haan.

Willem de Haan works for the Digital Distribution Competence Center at MDR (Mitteldeutscher Rundfunk). He is responsible for the development and optimization of the distribution of digital content across all departments.

The Cyber Valley Journalist-in-Residence program bridges the gap between AI research and public understanding, fostering informed discussions. It highlights diverse perspectives in AI development and policy, encouraging a more inclusive and well-rounded dialogue on its societal impacts, as well as, improving public awareness of artificial intelligence. Cyber Valley wishes Willem a successful 3-month residency.

About Cyber Valley Journalist-in-Residence

In a three-to-six-month residency, one or two journalists explore how AI applications can be used for good journalism and how journalists can ensure that their reporting on the technologies behind the buzzword "artificial intelligence" is appropriate and evidence-based. The journalists are selected by an independent jury.  During this time, the journalist-in-residence can conduct research on a topic of his or her own choice in exchange with AI researchers from different disciplines - absolutely independently. Cyber Valley explicitly does not expect any reporting on AI topics or about Cyber Valley during this time. The program takes place twice a year.