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The Media Copilot

How AI is changing Media, journalism and content creation

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SXSW

Journalist building a tool at a newsroom desk with code and articles on screen — illustrating hands-on AI adoption in journalism

Five lessons from newsrooms that stopped talking about AI and started building with it

March 31, 2026

Poynter spent a day at SXSW with journalists actually using AI — and the through-line is ruthlessly practical: start with a pain point, draw the line, name where the human sits.

Read moreFive lessons from newsrooms that stopped talking about AI and started building with it

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The Media Copilot

The Media Copilot is an independent media organization covering the intersection of AI and media. Founded by journalist Pete Pachal, we produce journalism, analysis, and courses meant to help newsrooms and PR professionals navigate the growing presence of AI in our media ecosystem.

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