This article explores why page views, traffic and social shares are increasingly inadequate measures of journalism impact, and how AI is making it harder for newsrooms to see and prove what happens after a story reaches its audience. It examines how newsrooms can measure traceable change, editorial impact and outcomes when audiences increasingly encounter journalism through AI summaries, chatbots, search and third-party platforms.

Newsrooms don’t always need the biggest AI model available. Fathm explores why matching the right AI tool to the right task could help media organisations reduce costs, improve efficiency and get more value from their AI investment.