Makedonia embraces AI to rebuild its digital future
Learn how one of Greece’s oldest and most established newspapers is harnessing the power of AI to transform its digital presence and strengthen its relationship with readers
Team photo of the Makedonia staff.
By: Nikos Panagiotou and Andreas M. Panagopoulos
Makedonia has launched a pioneering project as part of the JournalismAI Innovation Challenge, supported by the Google News Initiative. With additional academic support from PJLab AUTH, the project aims to deepen user engagement and lay the foundation for a sustainable subscription model.
At the heart of the project is the development of an advanced Personalised Newsletters and Push Notifications (PNN) system. By analysing user behaviour and preferences, this AI-powered tool will enable Makedonia to deliver content that is tailored to each reader’s interests. The goal is simple yet powerful: to offer a more meaningful, personalised news experience that builds loyalty and trust over time.
Importantly, to avoid reinforcing filter bubbles – a common risk in many personalisation systems – the tool will also feature editor-curated content. This hybrid approach, which combines algorithmic selection with editorial judgement, ensures that readers are exposed to a broader range of perspectives and stories. This is a significant innovation, as most existing tools lack this human editorial oversight, which can inadvertently contribute to the formation of filter bubbles.
Team photo of the Makedonia staff.
Instead of overwhelming readers with generic updates, Makedonia aims to deliver timely, relevant notifications – ensuring that every interaction with the newspaper feels valuable and tailored.
The project extends beyond content personalisation. Makedonia is undergoing a comprehensive digital renewal of its platforms, integrating AI technologies that not only modernise the user experience but also support smarter, more dynamic audience engagement. This digital transformation is part of a broader strategy to meet the evolving expectations of today’s digital-first readers and adapt to changing news consumption habits.
Project leads Nikos Panagiotou and Andreas M. Panagopoulos.
As media organisations worldwide pivot toward subscription-based models, Makedonia’s initiative positions the newspaper ahead of the curve. With a deeper understanding of user habits and interests, it aims to develop premium offerings that support a loyal, engaged subscriber base. The AI-led approach will enable the paper to deliver increased value to its audience while securing long-term financial sustainability.
Crucially, the guidance and mentorship provided by the JournalismAI team have played a key role in shaping the project. The structured support, expert insights, and international network offered through the JournalismAI Innovation Challenge have been vital to its progress, offering both direction and inspiration throughout the development process.
Operating at an early technological stage, Makedonia faced the unique challenge of training its journalists to effectively use AI. At the same time, it is bringing together academics, journalists, and technology experts to co-develop tools that could offer a major leap forward for regional and local media outlets. This collaborative model is essential for ensuring that technological innovation remains grounded in editorial integrity and public interest values.
By embracing innovation, Makedonia is revitalising its historic brand, ensuring it remains relevant in today’s fast-evolving media landscape. In doing so, it is not only modernising its operations but also preserving and enhancing its long-standing commitment to high-quality journalism.
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This article is part of a series providing updates from 35 grantees on the JournalismAI Innovation Challenge, supported by the Google News Initiative. Click here to read other articles from our grantees.