Media professional and AI ethicist Branislava Lovre finds joy in helping newsrooms discover the potential of innovative co-creation and AI tools.
Through an ICFJ program, she partnered with other professionals from around the world to develop Media Inlet, a platform that encourages newsrooms to work together with audiences to create news and increase transparency.
“When journalists band together, change isn’t just possible — it’s inevitable,” she said about the program. “This journey was about more than just finding solutions; it was about discovering global companions who shared a commitment to truth.”
This interview has been edited slightly.
How have you been involved with ICFJ over the years?
I was part of Leap: ICFJ’s News Innovation Lab in 2022, and it was like embarking on a lifetime adventure. I found myself among journalists from all around the world, eager to address difficult questions: How do we build and rebuild trust in the media? It felt more like a mission than a project, with each conversation and suggestion that was shared bringing us closer to finding solutions. It was extremely inspirational to see how quickly and creatively diverse teams brought their new ideas to life, all within ICFJ's supportive environment.
Then, ICFJ provided the opportunity for me to be included in the Directory of AI & Journalism Consultants/Trainers, alongside many excellent experts worldwide. This initiative, led by ICFJ Knight Fellow Mattia Peretti, was developed in collaboration with ICFJ and JournalismAI. Newsrooms and organizations supporting journalists globally often seek expert trainers, coaches and consultants to help manage AI’s risks and opportunities, as well as implement AI technologies — and they can find them in this directory.
ICFJ and IJNet have really set a strong foundation in my day-to-day work in journalism. Through them, I have been able to find opportunities that continue to advance my expertise in the field of journalism and, most importantly, perfect my skills. They have had the sort of transformative effect that has pushed my career forward in new and exciting directions.
What was the biggest outcome from participating in the program?
Media Inlet, a project I could talk about for days. I participated in the LEAP program individually and was paired with other colleagues. We jointly created a project idea and received a grant and support to turn that idea into a product.
This interactive platform allows readers and viewers to suggest topics to newsrooms, share their stories and directly communicate with journalists. Our team consists of Rosakebia Estela Mendoza, Nelly Kalu and myself, along with many external collaborators.
Now, we have our first newsrooms testing and using Media Inlet. If newsrooms decide to use Media Inlet, they will place a visual segment on their website through which they invite readers to reach out to the newsroom and submit a story they believe should be published. The submission process is designed to be simple, guiding users step by step with clear instructions.
Readers can submit story suggestions anonymously or leave their contact information to follow what happens with the story they proposed. This way, they can see how complex the work of journalists is — from editorial meetings to conducting interviews, fact-checking and more. They will be able to see how an article is created and follow what happens until the moment it's published.
Using Media Inlet in this phase is free and technical support is provided. If anyone is interested, I invite them to reach out to us as soon as possible.
Media Inlet encourages audiences to engage with reporters. How does co-creation encourage quality journalism?
Co-creation, transparency and trust are the bases on which the structure of this platform is built. Media Inlet will grant newsrooms the opportunity to build a more representative media space, while also allowing them to demonstrate their commitment to quality journalism through its use.
Co-creation, as we foster through Media Inlet, is a real catalyst for quality journalism. That is what newsrooms are tapping into: a goldmine of different perspectives and stories yet to be uncovered when they open their doors, or, with Media Inlet, invite their community in directly.
Such reporting keeps coverage pertinent to issues that actually affect our community. Reporters are exposed to voices and experiences that might otherwise remain unheard, making their coverage more inclusive and representative. The process builds trust. When readers see how their input transforms into a published story, the mystique of journalism is removed and people relate better to our work.
What are you currently working on that you’re excited about?
The diversity of roles I get to play is my favorite aspect of my job. Whether I'm acting as a co-founder of AImpactful, working as a journalist, consulting or giving training sessions, each has its own set of joys.
As a co-founder, I enjoy the creative process that comes with starting anything new. It's rewarding to create a media start-up like AImpactful, where we make AI not just understandable but also relevant to different audiences. On the journalistic side, I get to investigate important stories, particularly ones about how AI is affecting society.
Then there’s my work as a consultant and trainer. Working directly with journalists and media organizations worldwide to help them implement AI or to guide them on how to report on AI is incredibly fulfilling. Watching newsrooms grow more confident in their use of AI, while holding onto their ethical standards, is what drives me forward.
What does media innovation look like to you?
Media innovation means new ways to strengthen the link between the journalists and our communities. Innovation isn't just about jumping at the newest fad. It's always about the way we connect with our audience, telling stories that matter. Sometimes it's as simple as finding a new way to present data so a complex issue suddenly becomes clear. Other times, it involves innovative collaboration with the community to uncover stories that might have otherwise gone untold.
For me, media innovation also has to do with being agile and resilient. It's about creative solutions for the challenges our industry is facing, whether that is in exploring new business models or developing new tools to combat misinformation. Ultimately, the most exciting innovations are those which bring more value to our core mission as journalists — informing, engaging and serving our communities. True innovation should make our journalism more effective, accessible and relevant for our audience.
It is a great time to be in this field. The future of media is being written right now.
Why did you choose to become a journalist?
I often joke that journalism chose me! I started as a TV presenter at just 13, and then everything just continued naturally. When the time came to enroll in university, colleagues tried to discourage me from pursuing journalism in university, warning about the stress and long working hours, but I couldn't be swayed. There was just something magnetic about the profession.
What motivates me, I think, is the fact that I keep learning. Every story is a chance to dive into a new world and to hopefully make a positive impact. Now, because we're in the AI era in journalism, I'm really excited to be a part of shaping how we use these powerful tools in ethical and responsible ways or how we report on AI. I love being at that intersection of technology, ethics and storytelling. What I really love most about my job is collaboration.
Is there anything else you’d like to add?
Through my work on international projects, I have been convinced that innovation and responsible use of technology are key to the future of journalism. Today, it’s easier than ever to introduce AI tools and innovations into daily work and achieve positive results with minimal costs. However, it’s most important to pay attention to the ethical application of these technologies.
Despite these advantages, I know that many journalists hesitate to start using AI. It’s easy to feel overwhelmed by AI and think you need to master everything at once, but you really don’t. Start with a small step: Find one tool that will help you do something specific, like automatic transcription or getting ideas for your next social media post.
Take some time to reflect on your workflow during the day: Where is the most time spent? What actions are repetitive? Maybe it's sorting through data, editing videos or managing social media. Once you know where AI may make a difference, you will get a better idea of which tools to explore. Try options, find what works for you and don't be afraid to make adjustments down the line.