Emily Krivograd, an editor at Business Insider, navigates the Muse CMS interface, where AI tools assist in content creation and optimization.

Business Insider integrates AI to enhance editorial efficiency, but the human touch remains essential.

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By Cameron Ashby

Photos Credits Cameron Ashby

Artificial intelligence (AI) is rapidly becoming a cornerstone of modern journalism, and Business Insider (BI) is no exception. The digital media company has been integrating AI tools into its editorial processes to streamline tasks such as grammar checks, SEO optimization, and data analysis. A closer look at the workflow of Emily Krivograd, an editor at Business Insider, reveals how AI tools like Grammarly and the Muse CMS platform are reshaping the newsroom.

The Business Insider homepage showcases a blend of breaking news, tech updates, and market insights, reflecting the dynamic content produced with the help of AI-driven tools that streamline the editorial process.

“We use Grammarly to catch typos, awkward phrasing, and ensure that our articles are up to BI’s style standards,” said Krivograd. “Grammarly has been part of our workflow for a long time, and now we use it almost automatically when editing stories.” This AI tool helps editors maintain the conversational tone and factual accuracy that Business Insider is known for, allowing them to focus more on content quality rather than minute editing details.

Emily. an editor at Business Insider, uses the Muse CMS platform, where AI tools assist in streamlining the editorial process, including content creation and SEO optimization.

In addition to Grammarly, Business Insider’s proprietary content management system, Muse CMS, incorporates various AI-driven features to assist with editorial tasks. “Muse CMS has AI tools that help us with writing bullets, optimizing headlines, and generating social media texts,” explained Krivograd. These tools are designed to reduce the time spent on repetitive tasks, allowing editors to allocate more energy toward content creation and strategy.

AI tools are seamlessly integrated into the editors’ daily workflows, making tasks like SEO optimization more efficient.

However, while AI has introduced efficiencies, it does not replace human judgment and creativity. “Most AI processes make our jobs somewhat easier when they work, but they don’t replace the human touch,” said Krivograd. She emphasized that human editors still play a critical role in ensuring the accuracy and integrity of the content, especially when AI tools provide suggestions that may not fully capture the intended tone or message of a story.

An editor at Business Insider uses Muse CMS to refine an article, leveraging AI tools like Grammarly to enhance readability and maintain editorial standards.

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Close-up of Emily working on a MacBook Pro, using AI-powered tools within Muse CMS to enhance content creation efficiency at Business Insider.

Despite the challenges, the integration of AI has enabled Business Insider to enhance its journalistic capabilities. AI tools can quickly analyze large datasets, identify trends, and suggest improvements for search engine optimization. However, as Krivograd points out, “AI is mostly helpful for inspiration and not perfect when it comes to generating complete, publish-ready content.”

The Muse CMS platform’s AI-driven browser title tool provides suggestions to optimize headlines for search engines, showcasing how AI assists editors in enhancing article visibility.

Emily Krivograd at Business Insider uses ChatGPT to brainstorm and refine content, enhancing editorial workflows by generating optimized headlines and exploring new angles for stories.

Business Insider is also exploring new ways to expand the use of AI, including experiments with tools like ChatGPT. Editors are encouraged to use AI for brainstorming headlines and optimizing content, demonstrating the company’s commitment to leveraging technology for journalistic excellence.

Krivograd at her desk, exemplifying the blend of traditional journalism skills with modern AI tools.

As AI continues to evolve, its role in journalism is expected to grow. Business Insider’s experience highlights both the opportunities and limitations of AI, underscoring the importance of maintaining a balance between technology and human oversight. For now, AI serves as a powerful tool that supports, but does not replace, the skilled hands of journalists who are dedicated to telling compelling, accurate stories.

As the day wraps up, an editor at Business Insider finalizes an article in Muse CMS, demonstrating the seamless integration of AI tools to refine and publish engaging content.