Reuters launches first campaign in 175 years using AI to spotlight pursuit of truth

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Reuters, the global news organisation with a 175-year legacy, has launched its first-ever brand campaign—and it’s powered by AI. Titled The Truth Untold, the campaign uses generative AI visuals and AI voiceovers to tell the story of journalists operating in conflict zones and challenging political environments where press freedom is under threat.

Created in collaboration with creative agency VML, the campaign doesn’t feature real journalists to protect their safety. Instead, AI technology helps depict their experiences—bringing to life the risks, resilience, and moral clarity that shape journalism on the frontlines.

Paul Bascobert, President of Reuters, said the campaign is designed to remind people that “truth is hard-won”, especially in an age of misinformation and AI-generated content. It reinforces Reuters’ editorial principles of independence, accuracy, and freedom from bias.

The 60-second film is narrated by an AI-generated voice built from recordings of actual Reuters journalists. Imagery was generated using AI trained on campaign-specific prompts, not Reuters’ editorial archive—preserving the integrity of its real-world reporting.

The campaign comes at a time when public trust in media is under pressure and the role of journalism is being questioned in the face of algorithm-driven information. By blending cutting-edge technology with ethical storytelling, Reuters positions itself as a media institution adapting without compromising its values.

The campaign will run across digital and social channels globally, with contextual placements around premium news and opinion content.