At a time when many newsrooms fear artificial intelligence, The Baltimore Times is leaning in. Led by Local Media Association Digital Innovator of the Year Paris Brown, the publication is proving how small, community-focused outlets can use AI, AR and VR to extend their reach, deepen trust and better serve audiences.

On the Keep It Local podcast, hosted by the Local Media Association, Brown explained why the 40-year-old paper views AI as a partner for innovation rather than a replacement for journalists.

How The Baltimore Times approaches AI

Need drives innovation

For Brown, AI adoption isn’t about chasing trends — it’s about solving problems.

The Times uses free and affordable AI models to handle tasks that a newsroom of three to five full-time staff simply couldn’t manage otherwise.

Making health coverage accessible

One of the paper’s earliest AI projects focused on health journalism. By creating narrated summaries with customizable avatars and voices, the Times ensured vital health information reached people who struggle with literacy or language barriers.

This effort was rooted in decades of trust.

  • 40 years of community storytelling.
  • 30 years of consistent health coverage.
  • Deep awareness of the legacy of medical distrust among African Americans, especially in Baltimore, home of Henrietta Lacks.

Analytics show readers often replay the summaries, suggesting strong engagement.

Beyond AI: AR, VR and creative storytelling

Racing with legends

Brown’s interior design background inspires her to create immersive experiences. At the Maryland Cycling Classic, the Times partnered with tech firms to let audiences virtually race alongside legendary Black cyclists, blending augmented and virtual reality with traditional reporting.

Covers and community

The Times turned its coveted print cover into an interactive AR experience. Readers could pose on a professional racing bike and appear side by side with legends on the cover — bridging community tradition with digital innovation.

Why partnerships are essential

Brown stressed that collaboration fuels every project.

  • Artists provide creativity.
  • Tech companies build the tools.
  • Community groups bring lived experience and trust.

This philosophy also drove Pedals of Resilience, Best of Black Baltimore, and Creatively Black Baltimore — initiatives that combined art, journalism and community to create new platforms for voices often left out of mainstream coverage.

What’s next for The Baltimore Times

The Baltimore Times isn’t slowing down. Upcoming initiatives include:

  • Audience-generated stories: Using an AI model to process submissions against a custom style guide.
  • AI-powered platforms: Tools designed to help small publishers streamline workflows, automate tasks, and meet audiences where they are—especially in video.
  • Event innovation: Expanding into AI-powered community events that tie together storytelling, technology, and engagement.

Paris Brown’s favorite AI tools

Brown says she’s still exploring, with 10 pages of AI tools on her list. But a few stand out:

  • Perplexity for research.
  • ChatGPT and its ecosystem of apps for day-to-day productivity.
  • Gemini for experimentation.
  • Zapier for workflow automation.
  • AI-powered podcast and video tools to repurpose content across platforms.

Why it matters

The Baltimore Times is proof that innovation isn’t reserved for big media companies. By treating AI as a friend — and pairing it with community trust, creativity, and collaboration — the paper shows how small publishers can lead the way in digital transformation.

Brown’s advice for other local publishers?

  • Start with need, not novelty.
  • Align projects with community values.
  • Build partnerships that expand your capacity.

🎧 Listen on Spotify: https://open.spotify.com/episode/1qmxxDqRyC1DCLj2SWYP37
🎧 Listen on Apple: https://podcasts.apple.com/us/podcast/how-the-baltimore-times-uses-ai-to-build-trust/id1808196993?i=1000724594524
🎧 Watch on YouTube: https://www.youtube.com/watch?v=72OdRMywkKE

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Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff.