Behind the launch of OpenAI’s new training hub lies a tacit acknowledgment: AI is already reshaping journalism, whether newsrooms are ready or not.
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Just before the holiday, OpenAI announced something new: the OpenAI Academy for News Organizations. An addition to OpenAI’s existing learning portal, the new Academy is described as a community where teams from media orgs—including editorial, business, product, and tech—can learn how to apply AI to their work, share insights, and maybe even work on the big, scary shifts that AI represents: declining traffic, AI’s factual fallibility, and the ongoing redefinition of knowledge work.
Reaction to the initiative was generally positive. Many commentators gave OpenAI credit, sometimes cautiously, for launching a journalism arm of its well-regarded training playground. That might be a surprise given that big chunks of the media world are suing OpenAI and its peers over alleged copyright violations. It probably helps that OpenAI turned to real journalists who’ve built programs and products that leverage AI at their orgs to lead the Academy.
That hands-on attitude carries over to content, too: Besides an AI Essentials for Journalists class (a nice primer for The Media Copilot’s extensive six-week AI for Journalists course 😉 ), there are resources and case studies from real newsrooms, like The Seattle Times Sales Prospecting Agent. Individual journalists can join the community, but there isn’t a forum, at least not yet.
OpenAI’s new journalism AI academy signals to me three things:
- Newsrooms are interested in building, not dabbling. This is part of the systemic shift that I wrote about in my predictions for 2026: Applying AI at media organizations is shifting from dabbling with prompts to systemic tool deployments and audience-facing products. This is a difficult transition because it’s navigating in uncharted waters, and it requires building on the learnings of the past few years. Much of that is on offer in the Academy, and the OpenAI label will, in the minds of many, coat it with a veneer of legitimacy. That might push more newsrooms to accelerate building.
- Custom GPTs remain an unsung feature of ChatGPT. Putting aside the concern that the Academy will inevitably be a ChatGPT lovefest (I have yet to find an article where Claude is the featured AI), several of the case studies feature Custom GPTs, sometimes prominently. I see that anecdotally as well. Even though OpenAI almost never talks about them, Custom GPTs have become key to workflows for many journalists, newsrooms, and knowledge workers more generally. OpenAI should tune to this obvious signal and support them better.
- Don’t expect much guidance on the big questions. The Academy announcement said, “adopting new technology raises important questions for journalists and publishers, including concerns about trust, accuracy, and jobs. The Academy is built with those realities in mind.”
Notice there’s no mention of intellectual property. I would not expect that many use cases from, say, TollBit or DataDome on how effective their bot blocking and monetization tools are. Or strategic guidance on how to treat AI systems as customers rather than a source of referrals. I fully expect the Academy to stay focused on how AI improves and alters ground-level journalism and newsroom operations, leaving out big-picture matters that might question OpenAI’s overall approach to content. That still includes a lot of important material, of course.
But the fact the Academy exists at all, and has good material, is perhaps a sign that we can tolerate that tension. Journalists can use ChatGPT and other AI tools to improve and accelerate their work while simultaneously understanding that the same technology is creating a massive shift in audience behavior that’s upending the economics of the entire industry. A nascent online Academy from just one of the frontier labs won’t magically solve those issues, but it’s a signal that solving them is in everyone’s interest.
