Oct. 29, 2025 by Stefan ten Teije
In an era where artificial intelligence is both exciting and unsettling the media industry, smartocto is taking a practical step forward. We are introducing smartocto Decisions, a new AI-powered feature, designed to support editors and journalists in making smarter, faster and more confident decisions.
The tool turns complex data into actionable guidance, helping newsrooms move from dashboards to strategic decisions.
While many media organisations are discussing the risks AI might pose to creativity and independence, smartocto is exploring how technology can enhance editorial intuition instead of replacing it.
“With smartocto Decisions, we’re finally bringing editorial analytics to the point where systems can talk to you like a colleague,” says Erik van Heeswijk, CEO of smartocto. “Technology should empower editors to make better choices. Thanks to the evolution of large language models, that vision is now becoming reality.”
Smartocto Decisions acts as an intelligent newsroom assistant that reads and interprets data, detects patterns, and translates them into clear and useful recommendations.
At crucial moments during your working day, the assistant can summarise what has changed, highlight what matters most, and suggest the next steps. It can also join the editorial conversation: interpreting results, identifying growth opportunities and helping shape strategic decisions.
“Our goal is to make data talk to you,” says Goran S. Milovanovic, Chief Artificial Intelligence Officer at smartocto. “People think in words, not in numbers. Smartocto Decisions will communicate in your language and help editors focus on what’s truly important.”
Smartocto Decisions builds on the company’s experience in editorial analytics, combining trusted data models with the power of AI. Instead of simply showing engagement or reach, it explains why certain trends matter and what actions could lead to better results.
Smartocto is currently working with selected partners to refine the feature and invites newsrooms and media organisations to join this next stage of development.
“This is not technology for technology’s sake,” adds van Heeswijk. “We want to build something that genuinely helps editorial teams. Collaboration is key. We’re looking for media partners who want to shape the future of decision-making in journalism together with us.”
Smartocto provides editorial analytics and actionable insights for media organisations worldwide. Its tools and training help newsrooms understand audience behaviour, improve storytelling and make better strategic decisions. The company serves around 300 media brands.
Newsrooms interested in testing or collaborating on smartocto Decisions can get in touch via our contact page or email request@smartocto.com.
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