AI at work: A field trip from the newsroom into the world of brand

A conversation on building trusted, differentiated brands in the age of AI slop — designed for independent journalists and newsrooms.
About this Event

Following the News Product Alliance Summit, Perspectives and The Composition Collective invite NPA summit attendees and local Chicago journalists on a field trip in River North to hear what a top brand agency can teach newsrooms about trust and differentiation in the AI era.

We’ll gather with Fifty Thousand Feet, a brand agency whose clients range from Knoll to Mastercard to Discord, for a conversation on how AI is reshaping brand strategy and creative work. How do brands stay differentiated and build trust when so much AI output feels generic? It's a question news organizations are living too — trust is the whole business, and standing out in a feed full of AI-generated sludge has never mattered more.

Expect short case studies from the Fifty Thousand Feet team, a discussion on brand trust, disclosure, and creative ownership in the AI era, and a chance to talk shop with people who think about brands for a living. You’ll leave with inspiration on how to tell your newsroom’s story better and how to make your journalism stand out and stop the scroll.

The NPA Summit programming wraps up at 1 p.m. NPA is providing boxed lunches upon the conclusion of the summit, so we’ll give attendees an hour for lunch and then head to the venue via the train together (~15 minute ride).

This event is open to anyone working in news or related fields, not just people attending the NPA Summit. Capacity is limited to 60 people, so please register before October 16! Free drinks will be served and the discussion will be followed with plenty of time to mingle!

Questions? Email [email protected].

This event is made possible by the Northwestern Medill Local News Accelerator and the John D. and Catherine T. MacArthur Foundation.