Got a question? Chances are artificial intelligence will have an answer, with AI-generated summaries, personalised article recommendations and audio briefings increasingly integrated into news apps.

Twipe’s Sarah Cool-Fergus says that while these features are often first tested on websites or via internal tools, it’s only a matter of time before they become embedded in mobile experiences as well. “In fact, we’re already seeing it.

“Earlier this year, Neue Presse Gesellschaft launched ‘Ask Me’, an AI-powered assistant embedded in their app. It allows users to ask follow-up questions, get quick summaries, or clarify complex topics.”

She quoted Daniel Geiger, head of product at the German publishing group, that the innovation – developed with AI product integration partner Retresco – had taken digital use of their content to a new level. “Our subscribers receive interactive, dialogue-based access to journalistic topics – anytime and to the point. This increases the attractiveness and frequency of use of our apps,” he said.

One NPG member, the Ulm-headquartered Südwest Press network – which has more than 20 local editions – was among finalsts in this year’s INMA Global Media Awards. A joint project with Berlin-based Retresco looked at how the group had achieved 300 per cent more reach on Google Discover using a smart SEO strategy, using semantic technologies and AI.

The project tackled a key challenge – while regional topics performed well on Google Discover, national content often failed to meet expectations – the goal being to enhance the reach of relevant journalistic content across Germany and expand visibility on Google Discover.

Retresco’s Harald Oberhofer says the solution involved semantic topic management powered by their AI technology. “By implementing automated and intelligent content tagging using the Google Knowledge Graph API, relevant entities were identified and integrated into the appropriate taxonomy. This ensured that journalistic content was optimally positioned for visibility via Google Discover.

The process included key steps including automated categorisation, topic-specific tagging, and a structured internal linking system. New articles are reviewed before publication to ensure their tags meet Google Discover’s requirements.

Among examples, adjusting the label ‘Champions League’ to the Google Discover-compliant ‘UEFA Champions League’ significantly increased visibility and reach.

The project was implemented in just four months, and among results, monthly traffic via Google Discover in the entertainment segment on swp.de surged from a million to four million sessions, marking a 300 per cent increase. The national visibility of Südwest Presse’s journalistic content was enhanced across various topics.

“This SEO project demonstrates how semantic technologies, and AI can sustainably boost the reach of editorial content,” says Oberhofer. “The combination of intelligent topic management and targeted search engine optimisation serves as a blueprint for media companies and publishing houses aiming to position and market their content effectively in digital news markets.”