How Axios Local is leveraging AI to expand into smaller cities

In this episode of The Business of Content, Simon Owens interviews Holly Moore, executive editor of Axios Local, about how the company is leveraging AI to expand into smaller cities and suburbs while maintaining its core commitment to human-driven journalism. Originally launched after Axios acquired The Charlotte Agenda, the model relies on hiring well-connected, subject-matter-expert reporters to deliver concise, high-signal newsletters directly to readers’ inboxes. The success in larger markets like Charlotte and Denver has inspired a new phase of expansion—Axios Phase 2—where AI is used to reduce staffing needs in smaller, often underserved markets. Moore explains that AI is being deployed to automate news curation, event roundup generation, transcript summarization from Zoom meetings, and even FOIA request drafting, all while maintaining a 'human in the loop' editorial filter. The company is testing regional models, such as one reporter covering two counties in Colorado, and using OpenAI’s enterprise access to support these launches. Despite the scalability benefits, Moore emphasizes that the audience relationship—built through personal touches like reporter intros and reader engagement—cannot be replicated by bots. The long-term vision includes reaching hundreds, possibly thousands, of cities, with a focus on profitability before scaling human teams. Key takeaways include: 1) AI is being used to automate repetitive tasks like curation and transcription, freeing reporters for deeper reporting; 2) The 'human in the loop' principle ensures editorial integrity and audience trust; 3) Regional coverage models allow one reporter to serve multiple geographies, reducing costs; 4) Audience relationships and personalization remain central to Axios Local’s brand; 5) The company is prioritizing sustainability over rapid growth, only adding reporters after markets prove profitable. This strategic blend of AI efficiency and human connection positions Axios Local as a model for scalable, sustainable local journalism in the digital age.