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HENNEO is a Spanish publisher whose legacy dates back to 1895 with the first issue of the independent newspaper, Heraldo de Aragón. Since then, they have acquired numerous publications and branched out into television production, reaching an audience of over 25 million today.

Since funding Hiberus, one of the 10 largest Spanish technology consultancies, HENNEO has promoted an alliance of more than 40 media outlets to accelerate digital transformation in journalism, both at home and abroad. HENNEO knew that generative artificial intelligence (AI) was the next frontier, and they wanted to get on board early.

“Everyone talks about AI for editorial, but we believe that AI can impact much more than that,” says Miguel Madrid, HENNEO’s chief digital officer. “But we didn’t have a holistic view of the business, of all the areas that could be impacted by the AI revolution.” So, to harness AI across all aspects of the business – from editorial and advertising to analytics and multimedia – HENNEO enlisted the expertise of Google News Initiative (GNI) in 2023.

With GNI’s support, HENNEO embarked on an ambitious initiative called HENNEO AI 360 2023. The goal was to harness AI, particularly generative AI tools, to increase efficiency; attract new audiences and retain existing ones; and free up journalists to focus on researching, fact checking, and meaningful storytelling.

HENNEO met with GNI frequently as they scoped out projects and established an AI taskforce of C-level executives to oversee the strategy. An AI Hub, made up of 30 employees from diverse backgrounds, handled the research and training, settling on 60 projects out of 150 proposals. “We knew that we had a lot of good ideas,” says Miguel, “but being able to talk them through with Google and get validation from GNI really changed the mindset of the company.”

The projects included leveraging AI for advanced data analytics and for enhancing advertising personalization. HENNEO also used AI to adjust creative content to fit requirements for 11 advertising formats with very positive results.