In this interview, Jon Accarrino, Founder of Ordo Digital, shares insights on how AI is revolutionizing local media by transforming content creation, sales, and operations, while addressing how to best capitalize on the new opportunities that AI provides ahead of NAB Show New York.

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What are the biggest trends impacting the community/industry right now? 

  

For the local media companies brave enough to jump in, AI is already revolutionizing parts of our industry at breakneck speed. We’re seeing a seismic shift in content creation. New tools can auto-generate videos of stocks, weather, events, real estate, high school sports and more. CMS enhancements that can assist reporters and use their articles to write headlines, social media content, excerpts or even convert TV scripts into SEO optimized web stories. But it’s not just about content – AI is transforming sales, marketing and operations too. Some station groups are leveraging AI for everything from closed captioning to brainstorming and creating advertiser video ad campaigns. The real game-changer? AI is freeing up our journalists to focus on what matters most: breaking news and enterprise reporting. It’s not about replacing humans; it’s about augmenting newsroom capabilities to serve our communities better. 

 

What challenges does the community need to overcome, because of these trends? 

  

The AI revolution brings its share of hurdles. First, there’s the challenge of retrofitting our existing organizations to fully harness AI’s potential. It’s not just about adopting new tools; it’s about reimagining our entire workflow. Then there’s the learning curve – local teams need to become AI-savvy, fast. As an industry, we’re also grappling with ethical considerations: how do we maintain journalistic integrity while leveraging AI? And let’s not forget the financial aspect – implementing AI requires investment. But perhaps the biggest challenge is mindset. We need to shift from seeing AI as a threat to recognizing it as a powerful ally in our mission to inform and engage our communities. 

 

What’s one thing you wish more media pros knew about? 

  

I wish more media pros understood that AI isn’t just a fancy tool for big tech companies – it’s a game-changer for local broadcasters, too. With the right guidance, AI can open up new local revenue streams stations never thought was possible. This isn’t about replacing our human teams; it’s about augmenting their capabilities. Imagine being able to generate hyperlocal utility content like high school sports at scale or personalize news delivery for individual viewers. The possibilities are endless. But here’s the kicker: To truly harness AI’s power, we need to start thinking of it as a collaborator, not a competitor. 

 

What are the top 3 things that attendees should go hunt down on the show floor to expand what they just learned in your sessions? 

  

First, seek out AI-powered content creation tools. We’ve seen incredible results with automated weather forecasts and event listings. These tools can free up your team to focus on high-impact stories. Second, don’t miss the AI solutions for sales and marketing. Tools like Streamr.ai and Waymark have transformed how we brainstorm ad campaigns and engage with clients. Finally, look for AI-driven operational tools, especially in areas like closed captioning. Look for solutions that can seamlessly integrate into your existing workflow, enhance your station’s unique strengths, and save money, make money and/or enhance products. 

  

What discussions should they be having with the exhibitors? 

  

When you’re talking to exhibitors, dig deep into how their AI solutions can be customized for your specific market and audience. Ask about integration – how will these tools work with your existing systems? Don’t shy away from discussing the learning curve and what kind of training and support they offer. Most importantly, ask about data privacy and security and compatibility. For you to give any AI tool consideration, it must first be a secure and grounded platform that is compatible with your existing systems. For example, if your company uses Slack, then you should require that your AI partners be able to deploy their solutions as a Slack bot. Same for Microsoft Teams. If you deploy an AI tool as a separate system outside your user’s daily workflow, then they probably won’t use it. Check out ELVEX.ai if you haven’t already. And here’s a crucial question for GMs: How can a tool help your team focus more on breaking news and enterprise reporting? Remember, we’re not just buying tools; we’re investing in partnerships that will shape the future of local broadcasting. Choose wisely!