Driving Innovation with Generative AI: Reimagining Sales at Hearst Newspapers
A Look Inside Hearst
Author: Monica Vanover | Published 6/05/25
At Hearst Newspapers (HNP), generative AI is helping to reshape how sales teams prepare for meetings, plan media strategies and close deals.
Inside the Innovation
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Led by Mike McCarthy, senior director of AI solutions, sellers across Hearst’s local news organizations are using a suite of GPT-built tools to achieve time-saving, smart solutions that boost confidence, productivity and, ultimately, sales revenue—all without requiring a technical background.
We caught up with Mike to learn how a former sales manager became a leader in AI-powered sales solutions, what he’s built so far and what it all means for the future of sales.
The Tools Making an Impact
Here are a few of the most popular tools Mike has developed for use across the sales funnel:
With years of experience in sales and sales management, Mike saw the power of generative AI to extend what he already knew best: how to sell.
“I’m not a very techie individual,” Mike said during a recent Hearst Tech Academy session. “But I knew sales. So, I started by solving problems I experienced firsthand—and just kept building from there.”
What began as an experiment with his own sales team quickly caught the attention of Hearst Connecticut Publisher Mike DeLuca, who helped secure the support of corporate leadership.
Hearst Newspapers is building purpose-built GPTs to help solve common sales challenges.
Learn how fellow Hearst colleagues are driving innovation with generative AI. Watch the video below.
Michael “Mike” McCarthy, senior director of AI, sales and business solutions at Hearst Newspapers.
“I launched what we called the AI-Vengers—essentially an AI startup inside our business,” Mike said. “It was a bit of a nod to the Avengers because my message from the start has always been: we’re unlocking our superpowers and transforming sales. With Hearst’s backing, we were able to move fast, innovate and think big.”
Mike is now leading the adoption of AI tools and change management efforts across the Newspapers division.
The sales GPTs tools work because they augment users’ capabilities—helping them engage clients with personalized insights, deliver clear value propositions, communicate emotional impact and handle objections more effectively.
“At the end of the day, sales as a profession is the monetization of communication,” Mike said. “If I can help you communicate better across the sales process, then you’re naturally going to generate more revenue.”
To date, the sales GPTs have achieved a 71% user adoption rate and a 153% increase in average sales value —proof, he says, of their value and ease of use.
With AI literacy quickly becoming one of the most essential business skills, he believes the tools’ benefits—improved communication and task efficiency—can scale across all of Hearst.
Prep & Plan GPT – Generates instant account research from a client URL, cutting a 40-minute task down to under a minute
Outreach Composer GPT – A sales copywriter that mimics a seller’s tone to craft personalized outreach at scale
Media Planner GPT – Recommends product mixes and budgets based on customer needs and company-specific sales collateral
Sales Pitch Challenge – A gamified tool that helps reps sharpen pitch skills and handle objections
Hearst Training Support GPT – A new joiners’ personalized trainer with product and process knowledge to help them onboard more effectively
“Sales reps are making more money, feeling more confident and onboarding faster—and the tools are still evolving,” Mike said. “That’s the power of building something rooted in real problems and in a platform like ChatGPT that’s constantly improving.”
Mike is receiving positive feedback from colleagues that help inform and improve the tools.
One sales representative, Paul Dinis, praised the speech-to-speech cold call simulator: “The best part about the call simulator is how I can practice realistic call simulations that get me prepared mentally on how to best navigate objections. It helped me get my mindset right and helped me get a few appointments this week.”
He also recalls receiving a message during a coaching session from Christa Magistrale, a strategic account executive: “Hey! Your AI just helped me close a huge deal 😊.”
And AI is helping colleagues feel more fulfilled in their roles, as one of HNP’s champion users put it:
Mike’s journey is also one of internal mobility—growing from sales leader to tech-enabled problem solver.
How did you go from building one tool to launching a division-wide initiative?
“When the idea really hit me in November 2023, my vision wasn’t just on building a single set of GPTs but completely transforming the sales process. When I brought my GPTs ultimately to leadership, I had solutions mapped across the whole process, creating a true end-to-end experience for our users.
I always get excited when I hear that they’ve helped lead to a sales win, or make someone’s job easier, and in those early days the trends of success made it clear that this would be big.”
What’s been the biggest surprise?
“How much I’ve learned from the people using the tools. I built them with certain workflows in mind, but reps often come up with creative prompts or ideas for improvements. When something just makes sense, I incorporate it.
“My philosophy is that nothing I’ve built is perfect. It’s a team effort to keep improving—so the best is yet to come.”
Any advice for professionals who are curious about AI but unsure where to start?
“Start with a problem you know deeply. Don’t worry about building something huge—just build something helpful. The best ideas come from people closest to the work.
“AI is best learned by doing. Stick with it, use it consistently and keep trying new things. Your skills will grow faster than you think.”
From Sales Leader to AI Strategist
As generative AI evolves, so does the roadmap. Mike is now exploring ways to expand these tools to bridge cross-functional gaps, support collaboration and even enhance client-facing experiences.
“We’re in the middle of what many are calling the intelligence revolution. Just like the industrial or digital revolutions, this moment is going to open up entirely new possibilities,” he said. “My role didn’t exist a year ago, and I won’t be the last person to reinvent their career here.”
Innovation happens everywhere. By equipping teams with tools like these, we’re helping colleagues grow, lead and shape the future of media. What’s your transformative idea?
Looking Ahead
Integrating AI into my daily work hasn’t just improved my efficiency—it’s elevated my entire experience. I already loved what I did, but now it’s like having a supercomputer as my personal assistant, boosting my productivity and mood. AI hasn’t replaced the joy of my role; it’s amplified it, reigniting my passion for sales and making each day more exciting and fulfilling."
Vince DeHoyos
Account Executive, San Antonio Express-News