Drive your career at Nine: How our people are leading the AI revolution

At Nine, we don’t just report on the future; we build it. We are celebrating Careers Week by pulling back the curtain on how our teams are leveraging our bespoke AI Masterclass to redefine the media landscape.

Through a series of tailored modules, we’ve empowered our people to move beyond the hype and integrate artificial intelligence into their daily workflows. We caught up with our employees who represent the different “AI Archetypes” to see how they are using these tools to drive innovation, efficiency, and creative autonomy.

The Builder: Matthew Borneman

Matthew Borneman, Production Manager in the Data Team shares his insights on how he’s using AI in his role.

Matthew acts as the vital bridge between technical engineering and commercial strategy. For him, AI has become a “personal teammate” that handles the administrative heavy lifting, allowing him to focus on higher-value leadership.

Matthew shares that Nine’s deliberate choice of “bespoke, hands-on learning over generic corporate training” made a huge difference for him. “ Having a real face to show us immediate, practical capabilities (without the hype) makes the investment feel tangible and relevant.”

It also helps Matthew prioritise his work-life balance. “As a parent, I don’t always have extra hours for research and administrative tasks; AI shortens that loop. It keeps me fluent, relevant, and self-reliant, ensuring I’m confident with all tasks I attempt and more flexible with what I can take on.”

The Creative: Chris Rolph

Chris Rolph, Senior Specialist Graphic Artist primarily working on the kids’ show Theatre Dome has embraced his archetype as ‘The Creative’ to push the visual boundaries of what’s possible on screen.

For Chris, the Masterclass has effectively lowered the barrier to entry for high-end technical work. Ambitions that once felt too time-consuming for a fast-paced production schedule are now within reach. 

“I used to just type away, but that simple shift in prompting has massively improved the quality of the results I get,” Chris explains. By assigning Gemini a specific persona – like an expert in 3D software – he can now troubleshoot complex simulations without sifting through hour-long tutorials.

Chris highlights that the most rewarding part of the experience has been the support from Nine. “It made me feel incredibly supported knowing that Nine is providing this level of professional education to everyone across the board. It shows they are investing in our genuine, long-term growth.”

The Strategist: Tayla Orr

Client Strategy Manager in Nine’s Powered team, Tayla Orr works with some of Nine’s biggest advertising clients on cross-platform campaigns. For Tayla, her role is about finding that elusive human truth – and she’s discovered that AI is the perfect tool to help her dig deeper.

Tayla uses AI as a high-level critic to sharpen her own unique thinking, turning messy research into concise strategy.

For Tayla, the access to an AI-enabled ecosystem at Nine provides a distinct advantage. It’s not just about the software; it’s about a “listening culture” where employee input shapes how the tools are implemented across the business.

“Nine’s really fostered a collaborative environment where our input actually shapes how the tools work,” she says. “That gives me a massive competitive edge, providing immediate confidence while future-proofing my career in real-time.”

For Tayla, the best part of the training was the environment of psychological safety fostered at Nine. “It’s a safe space to play with new tech, where no question is ever ‘silly’ – in fact, silly questions are encouraged. The business invests in the people, not just the tools.”

The Foundations: Soham Srivastava

Soham Srivastava, Product Manager for Data Science and AI doesn’t just use AI – he helps build the very platforms that empower teams at Nine to innovate.

Soham’s work directly influences how teams at the Australian Financial Review (AFR) and The Sydney Morning Herald (SMH) leverage data. For him, Nine’s AI Masterclass provided a crucial window into how different business segments perceive and utilise these tools.

For Soham, the executive-level support for technology is a key reason to join the organisation. He highlights that Nine’s approach goes far beyond the surface level seen at other companies.

“Innovation isn’t just a buzzword at Nine; it’s backed by actual resources,” Soham explains. “Most companies would’ve just provided basic foundation training. The role-specific training goes one step further and encourages us all to see how we can leverage the tool in our daily workflows. It’s a testament to how much senior leadership wants us to adopt new ways of working.”

The Operator: Julie Arlamova

Julie Arlamova, a Senior Financial Accountant in the GFA Revenue Team is the engine room of Nine’s financial reporting,  and she’s using Nine’s AI Masterclass to make our revenue processes faster and more accurate than ever.

Julie found that Nine’s commitment to “on-the-job” learning ensures employees are leading the industry rather than just keeping up. For her, the flexibility of the training allowed her to upskill without losing focus on her high-stakes responsibilities in the finance team.

“I was very impressed by how important learning and training is for everyone at Nine. For me, the AI Masterclass has provided a channel for experimenting, learning and staying up to date with current tech advancements. It is not only interesting but also encouraging to develop my skills.”

“Nine focuses on giving people the opportunity to continuously improve their skills and stay up to date with trends,” Julie notes. “We are always encouraged to take the time to learn something new to help everyone work more efficiently. It makes me feel very proud to work at Nine.”

The Editor: Steve Georgopoulos

Steve Georgopoulos oversees the production and publishing of articles for the Sydney Morning Herald, both online and in print. As ‘The Editor’ archetype, Steve is using AI not as a shortcut, but as a sophisticated guardrail for quality.

As a leader overseeing a team of 22 staff and the production of the Sydney Morning Herald, Steve’s day is a high-speed flow of editing, data analysis, and quality checks. For him, Nine’s AI Masterclass has empowered him to test tools that can free up his time for high-value work by automating technical cross-referencing.

Steve believes that Nine is the ultimate place to blend traditional expertise with cutting-edge innovation, allowing staff to hit the ground running rather than playing catch-up.

“It puts Nine and its employees in a great position to make the most of AI opportunities,” Steve says. “Importantly, it also allows us to make sensible decisions about when to use the technology, and when not to use it at all.”

A culture of curiosity and support

The consensus across our teams is clear: Nine provides a “safe space to play.” Supported from the executive level down, our AI-enabled ecosystem gives our employees a massive competitive edge. Whether it’s automating the grind or stress-testing a creative brief, the innovation is wall-to-wall.

At Nine, we invest in the people, not just the tools. By fostering a “listening culture” where curiosity is encouraged, we are ensuring our talent stays sharp, relevant, and ready for whatever comes next.