TLDR: Business Insider, owned by Axel Springer, has announced a new policy permitting its journalists to utilize approved AI tools for generating first drafts of articles, as well as for research and multimedia enhancements. A key and controversial aspect of this policy is that it generally does not require reader disclosure for AI-assisted content, reserving disclaimers only for articles entirely produced by AI without human oversight. This move follows a recent embarrassment for the publication involving fabricated AI-generated freelancer stories and signals a significant shift in journalistic practices and transparency standards within a major media outlet.
In a significant development for the media industry, Business Insider, a prominent digital news publication under the ownership of Axel Springer, has unveiled a new internal policy that allows its journalists to leverage artificial intelligence for various aspects of content creation. The guidelines, circulated in an internal memo by Editor-in-Chief Jamie Heller on Thursday, September 18, 2025, authorize reporters to use approved AI tools ‘like any other tool’ for tasks including research, image and video enhancements, and, most notably, generating first drafts of stories.
The most striking and contentious element of this new policy is its stance on transparency. Business Insider will generally not require reader disclosure when AI assists in the creation of an article. Disclaimers will only be mandated for content that is entirely AI-generated and published without human review. This approach has sparked considerable debate regarding journalistic ethics and reader trust, as it sets a precedent for a major media outlet to extensively integrate AI into its writing process without explicit notification to its audience.
This policy shift comes just months after Business Insider faced public embarrassment for publishing fabricated stories attributed to a fictitious freelancer named ‘Margaux Blanchard,’ who utilized AI to pitch and write made-up content. Despite this incident highlighting the risks associated with AI in journalism, Business Insider has chosen to double down on AI integration rather than retreat.
Axel Springer CEO Mathias Döpfner has been a vocal proponent of AI, stating in July 2025 that ‘What is happening at the moment with regard to technology is the biggest change in modern civilization. The first wave of internet is nothing against these developments.’ He further emphasized a philosophy where journalists might need to explain why they didn’t use AI, rather than the other way around. Döpfner himself reportedly uses ChatGPT for various tasks, from analysis to writing editorials.
The internal memo from Jamie Heller encourages experimentation with AI, framing it as a rapidly changing technology crucial for covering business, tech, and innovation. However, it also acknowledges the importance of human critical thinking and the journalist’s ‘own creative expression,’ warning against sharing confidential sources with AI tools and holding journalists fully responsible for any errors or ‘hallucinations’ produced by AI in their stories.
In preparation for this extensive AI adoption, Business Insider appointed Julia Hood as its AI newsroom lead and rolled out AI-powered search tools, which have reportedly boosted reader engagement. Parent company Axel Springer has also secured licensing deals with major AI developers like OpenAI and Microsoft, positioning itself as an AI-friendly publisher. This strategic pivot to AI also follows significant layoffs at Business Insider in May 2025, attributed to a precipitous drop in search engine traffic, with AI being seen as a solution to improve content creation and engagement.
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Critics argue that the lack of disclosure could erode reader trust, making it difficult for audiences to distinguish between purely human-written and AI-assisted content. Proponents, however, suggest that AI can streamline routine tasks, allowing journalists to focus on more in-depth reporting and analysis, ultimately enhancing the quality and speed of news delivery.
