The New York Times is gearing up to introduce a new advertising tool powered by GenAI.

This tool will assist advertisers in identifying the best places to run their campaigns, based on the content of their ads. The Times will begin testing the tool internally next quarter, with plans to make it available to advertisers later in 2024. This AI technology will analyze ad content to suggest locations where the campaign is likely to perform well. Additionally, it aims to uncover niche audiences that advertisers may have overlooked.

This move comes after The Times filed a lawsuit against OpenAI and Microsoft, alleging copyright infringement related to chatbot training data. As part of the testing phase, The Times is inviting advertising partners to participate in a closed beta test, slated to start in the second quarter of 2024.

This initiative reflects a broader trend in the media industry, where organizations are increasingly exploring the potential of AI to enhance various aspects of their operations. The Times recently appointed Zach Seward, co-founder of Quartz, to lead AI initiatives and develop training programs for journalists.

The lawsuit against Microsoft and OpenAI highlights The Times’ commitment to protecting its intellectual property in the face of rapid advancements in AI technology. The legal action alleges unauthorized use of The Times’ copyrighted content for training generative AI models, underscoring the complexities of innovation and intellectual property rights in the digital age.