We are journalists first. We run three AI-assisted publications ourselves, Implicator.ai, BattlePolicy and The Incident Board, and everything we recommend is tested there before it reaches you. The result is working software your editors will actually use, not a slide deck.
AI without the slop
Most publishers are not short of AI tools. They are short of a way to use them without flooding their pages and inboxes with generic text that readers learn to ignore. Our rules are simple:
- Editors decide. AI does the legwork: sorting, checking, drafting options. A person makes every editorial call.
- Your voice stays yours. House style, sourcing standards, and banned phrases are built into the tools, not left to chance.
- Everything is traceable. Every fact and every suggestion shows where it came from.
- Useful or gone. If a tool does not save your newsroom time or improve the journalism, we remove it.
What we build
Newsletters
A newsletter is often a publisher’s most direct line to its readers. We help you build newsletters people open every morning, and the systems behind them: sourcing the day’s stories, writing and editing support, production, and reliable delivery.
Typical work:
- Concept and format for new or relaunched newsletters
- Story sourcing and ranking for each edition
- Writing and editing support that keeps your house style
- Production and sending workflows that run on time
Story discovery
Most newsrooms still find stories by hand, across too many tabs. We build discovery systems that pull in feeds, sources, and social signals, cluster related items into a single story, and rank them, so editors see what is breaking and what is worth covering while it still matters.
Typical work:
- Source and feed aggregation tuned to your beat
- Clustering of duplicate coverage into one story
- Ranking by relevance and audience interest
- Story lists for the morning and afternoon desk
AI-assisted fact-checking
AI can do the legwork of verification. It should never make the call. We set up workflows in which AI checks claims against multiple sources, flags what does not hold up, and shows its evidence, while an editor decides.
Typical work:
- Claim extraction from drafts
- Cross-checking against primary and independent sources
- Every fact traceable to where it came from
- A clear record of what was checked and by whom
Better headlines
A headline has to be accurate, clear, and found. We build headline tools that draw options from the reporting itself, check them against your house style, and compare them with how the story is already being told elsewhere, so your version stands out without overpromising.
Typical work:
- Headline and teaser options generated from the article
- House-style and banned-word checks
- Comparison with competing coverage of the same story
- Variants for web, newsletter, and social
A CMS editors like
The best tools fail if the publishing system fights your editors. We design and build internal content systems around how your newsroom actually works: simple to learn, fast to publish, and connected to discovery, verification, and headlines.
Typical work:
- Editorial workflows from pitch to publication
- Scheduling and newsletter publishing
- Integration with the platforms you already use
- Training so your team owns the system after we leave
Open models, hosted in Europe
ChatGPT, Claude, and Gemini are excellent at many tasks, and we use them. But they are not the only option, and for many publishers they should not be the only one.
Open-source models have become good enough for much of the daily work in a newsroom. They can run on servers in Europe or on your own infrastructure, so your archive, your drafts, and your sources do not have to be sent to the United States or China.
Typical work:
- Choosing the right model for each task, commercial or open-source
- Hosting open models in European data centers or on your own servers
- Security review: who has access, what is logged, and what data leaves the building
- Setups that switch between providers, so you are never locked in
Who we work with
- Newspapers and magazines
- Public and private broadcasters
- Digital publishers and newsletter operators
- Newsrooms inside companies, foundations, and institutions
Our background is in German and U.S. journalism, including regular work for FAZ, ARD, and Deutschlandfunk. We understand editorial independence, deadlines, and why a newsroom cannot hand its judgment to a machine.
How an engagement works
- You tell us how your newsroom works today and where it hurts.
- We map your workflow and pick the one change with the biggest payoff.
- We build it, test it with your editors, and adjust.
- Your team is trained and owns the result. We stay available as you extend it.
Small first, then bigger. No long transformation programs.
Availability
Projects are limited, because we run our own publications at the same time. Availability varies with reporting commitments and editorial scheduling.
To start a conversation:
- Send a short message describing your newsroom and what you want to change
- We reply within one business day
Contact
To discuss a project, use our contact page.
Marcus Schuler
Publisher, Schuler Media LLC
My phone numbers and email address are included in my editorial pitch email.