Reuters uses AI to purify news in latest campaign

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

Reuters has rolled out a new brand campaign titled “Pure news, straight from the source”, aiming to reaffirm the importance of accurate and agenda-free journalism amid a surge of misinformation online.

The campaign uses water as a metaphor to illustrate how information can become distorted as it moves further from its original source. It highlights Reuters’ role in delivering independent reporting through its network of more than 2,600 journalists across 200 locations worldwide.

At the heart of the campaign is a short film that depicts an alternate world where the water everyone consumes is murky, a visual metaphor for today’s information ecosystem. Combining cinematic storytelling, original Reuters footage and generative AI, the spot demonstrates how the same technology used to create false visuals can also underscore the need for credible reporting.

Don't miss: CNA transforms global headlines to Bahasa Indonesia in OOH campaign

A key moment in the film transitions from AI-generated scenes to authentic Reuters footage, underscoring the brand’s Thomson Reuters Trust Principles and its editorial stance against using generative AI to create or alter news imagery.

The campaign’s launch comes as public concern over misinformation continues to rise. According to the "2025 Reuters institute digital news report", over half of global respondents expressed worry about the authenticity of online news, with that figure climbing to 73% in the US.

The campaign was developed by Gravity Road, with BAFTA-nominated director Ivan Bird helming the film. Strawberry Frog handled media planning and buying.

"In an era of information overload and growing skepticism about media, Reuters stands as a beacon. Our mission has never been more critical – to deliver facts and rigorous analysis and to shed light on the truth without fear or favor," said Paul Bascobert, president of Reuters.

He added, "This campaign reinforces our position as one of the most trusted sources of information for nearly 175 years, assuring readers they are getting unbiased and accurate news when they subscribe to Reuters.com."

In tandem, Josh London, head of Reuters Professional said, "In a world craving certainty, we offer consumers access to facts, reported independently and accurately. For our subscribers, this isn't just a news service; it's a commitment to receiving unvarnished truth, empowering them with the trusted insights only Reuters can provide.”

Mark Eaves, co-founder and CEO of Gravity Road, noted that the campaign draws parallels between how consumers increasingly seek transparency and purity in what they eat and drink, and how they should apply the same scrutiny to the news they consume. He added that as misinformation becomes more sophisticated through AI, the campaign reinforces Reuters’ position as a trusted and essential source in a healthy media ecosystem.

The move follows a wider trend of media brands leaning on bold creative to reassert the value of credible journalism. Earlier in June, The Economist rolled out a series of provocative out-of-home placements under bridges and at intersections, featuring statements such as “Make AI worried you're going to take its job” and “Do you have an unprompted opinion?” to remind audiences that copywriting, and human insight, remain very much alive.

share on