IN/LAB at the Nordic AI in Media Summit 2025

On April 23–24, 2025 the IN/LAB team attended the Nordic AI in Media Summit 2025 (NAMS25) in Copenhagen. The summit brought together news publishers and global media experts to share practical case studies, showcase emerging tools and workflows, and explore the strategic use of AI in journalism.

Below, we share some reflections and inspiration we brought back with us!

 Key takeaways & insights

• The future role of journalists Journalists need to double down on what makes them human. As AI takes over more routine tasks, the value of journalism lies in trust-building, storytelling, and human connection.
  

• The rise of liquid news formats AI is reshaping the traditional news format. We’re moving toward “liquid formats,” where news is automatically broken down into core elements – facts, context, meaning – and reshaped into podcasts, music, videos, or interactive experiences.
  

• Journalism as a two-way conversation News is becoming a conversation. With AI and interactive technology, journalism can shift from a one-way stream to a two-way dialogue that is remixable, responsive, and participatory.
  

• AI must solve real problems Not all AI tools are useful. Innovation for innovation’s sake won’t cut it. Tools must solve real user needs and fit naturally into people’s lives.
  

• Reimagining business models Journalism’s survival isn’t just about content, it’s about closing the gap between editorial and business. We need to actively shape new, AI-informed revenue models rather than waiting for them to emerge.
  

• Brand identity in a AI world

  As AI-generated content becomes more widespread, the role of brand identity may shift. While traditional news brands have long relied on consistency to build recognition and trust, we’re questioning whether elements like personal relevance, context, or user agency might become more important in how people experience and value news in the future.
  

  Aha Moment

  
  

  AI subscriptions (13,75%) exceed news subscriptions (12,25%) across US adults aged 18-54.

  
  

  Quotes that stuck with us

  
  

  “News must adapt to users — not the other way around.” – Sofie Hvitved “AI agents will take over parts of the value chain — and we should design for that.” – Gard Steirö

  
  

  “We need to start preparing for the death of the article as we know it.” – Nikita Roy

  
  
  
  

  Young Voices on AI: IN/LAB’s video contribution As part of the summit, a video produced by Esam Touma, Community & Communication Specialist at IN/LAB, was shown – highlighting young people’s hopes and fears around AI. Watch the video below!