Journalists had fun last year asking the shiny new AI chatbot ChatGPT to write their columns, most concluding that the bot was not good enough to take their jobs. Yet.

But many commentators believe journalism is on the cusp of a revolution where mastery of algorithms and AI tools that generate content will be a key battleground.

The technology news site CNET perhaps heralded the way forward when it quietly deployed an AI program last year to write some of its listicles.

It was later forced to issue several corrections after another news site noticed that the bot had made mistakes, some of them serious.

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But CNET’s parent company later announced job cuts that included editorial staff – though executives denied AI was behind the layoffs.

The German publishing behemoth Axel Springer, owner of Politico and German tabloid Bild among other titles, has been less coy.

“Artificial intelligence has the potential to make independent journalism better than it ever was — or simply replace it,” the group’s boss Mathias Doepfner told staff last month.

Hailing bots like ChatGPT as a “revolution” for the industry, he announced a restructuring that would see “significant reductions” in production and proofreading.

Both companies are pushing AI as a tool to support journalists, and can point to recent developments in the industry.

For the past decade, media organisations have been increasingly using automation for routine work like searching for patterns in economic data or reporting on company results.

Outlets with an online presence have obsessed over “search engine optimisation”, which involves using keywords in a headline to get favoured by the Google or Facebook algorithms and get a story seen by the most eyeballs.

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