Artificial intelligence is transforming the media industry faster than any previous technological shift. At Keskisuomalainen, this is seen primarily as an opportunity: a way to improve efficiency, support editorial teams, and strengthen local journalism without compromising trust, quality, or journalistic principles.
Media group Keskisuomalainen has gradually grown into a group of around one hundred media brands. This scale sets specific requirements for AI: solutions must be deployable across Finland, including in smaller editorial teams.
“It is important for us that local media remains vital. When used correctly, AI can ease daily work and free up time for what matters most: high-quality journalism,” says Kirsi Hakaniemi, Digital Business Director responsible for AI development at Keskisuomalainen.
At the same time, the use of AI is guided by a strong values foundation. Journalistic principles, objectivity, reliability, accuracy, and responsibility are non-negotiable.
“We are committed to journalistic guidelines and communicate transparently to our readers about the AI tools we use. New tools do not replace human journalism, they support it. Responsibility for content, its accuracy and ethics, always lies with the editorial team and ultimately with the editor-in-chief.”
Keskisuomalainen participated in the AI 1000 programme by AI Finland and Digia to build a shared understanding of AI and to establish a common framework for development. A selected group of executives and key people responsible for development took part.
“Initially, our goal may have been somewhat overly ambitious, as we were hoping for entirely new innovations. However, the real value came from understanding our maturity level and from creating a shared language and framework for AI.”
According to Hakaniemi, the training acted as a catalyst for the group’s AI strategy.
“It helped us understand where we are today and what we need to do next. It also supported the refinement of our AI strategy, which is now clearly defined and being put into practice.”
Keskisuomalainen is building AI into a controlled capability that benefits the entire organisation. In practice, this means systematically developing an AI governance model, ethical guidelines, and a competence network. AI expertise is actively shared across functions, and designated AI ambassadors drive adoption in day-to-day work.
“AI cannot be something imposed from the top down. It needs to be driven by people’s own motivation, but within a controlled and secure environment.”
AI is already in use at Keskisuomalainen on multiple levels: as tools within the Microsoft environment, as built-in functionality in business systems, and as tailored applications for editorial teams and other functions.
Hakaniemi sees AI as both an opportunity and a risk, particularly from a business perspective.
“If people no longer come to media companies’ own channels but settle for AI-generated summaries, it directly affects the business. That is why we need to stay alert and actively shape how and where our content is used.”
Currently, Keskisuomalainen focuses on using AI to improve efficiency and customer experience. New business models will follow later in the journey.
Hakaniemi’s message is clear: AI cannot be adopted at the push of a button. The fundamentals must be in place first.
“Without proper data, systems, and skills, AI will not solve anything. Systematic steps, safe experimentation, and measuring benefits ensure progress in the right direction. Instead of setting overly high expectations, it is worth focusing on the low-hanging fruit first. Once those are captured, a foundation is created for genuinely new and impactful development.”
Read about Digia’s AI service concept, which brings the benefits of artificial intelligence into everyday processes, products and services throughout their entire lifecycle.