Media organisations are constantly under pressure to innovate, but too often innovation is focused on improving today’s products and workflows rather than preparing for how the media system itself may change. In this keynote, futurist Sofie Hvitved will share her perspectives on how news organisations can use futures thinking to move beyond short-term optimisation and prepare for multiple possible futures in an ever-changing media environment. She will share key learnings from the Futuresdriven Innovation Framework, developed through a Google News Initiative-supported project within AI MediaLab Denmark and co-created with Danish news media. Using the Three Horizons, the framework explores how newsrooms can challenge assumptions, identify emerging opportunities and build innovation processes that are better prepared for an AI-mediated media landscape. The session combines concrete tools and lessons from the project, showing how news organisations can move from short-term optimisation towards futures-driven innovation.