During this event, we explore the new possibilities, products, and ideas that AI technologies are making possible inside newsrooms across the world. Drawing from our panellists’ research and experience, we discuss different ways of interacting with new audiences. With this discussion, we share with journalists and other media workers how AI innovations are used to understand their audiences and grow engagement. The key question guiding the conversation was: What are new AI technologies in the newsroom that are changing the interaction with the audience? However, in this context, the adoption of AI for news distribution also points out ethical challenges (e.g., transparency and diversity) that affect the interaction with the audience. Thus, a great point of interest in this conversation is also to brainstorm distinct ways of archiving significant engagement while securing ethical values in the design of algorithmically mediated channels.