I teach AI to editorial and PR teams for a living, and if there’s one thing that excites and engages them more than any other, it’s vibe coding. The highly visual and interactive projects my students create with vibe-coding tools often turn me into the person taking notes.
Vibe coding is definitely having a moment. It’s arguably the most impactful thing to come out of the field of generative AI in the past year, at least as far as applied AI goes. Broadly, vibe coding is the practice of using AI to create not just “content,” but webpages, apps, and experiences—software people can actually do things with. And you don’t need to know a lick of code: The AI will take your plain-language prompts and do all the programming for you, whipping up pages or even entire websites in minutes.
The thrill of the first click
The feeling you get the first time you vibe-code something is similar to what you probably felt the first time you asked ChatGPT to write an essay. You feel incredibly empowered, and maybe even a bit fooled. “It can’t be that easy,” is a common thought. And you’d be right: Vibe-coded experiences are visually and technically impressive, but they are almost always one-offs: Turning them into stable tools you can use on an ongoing basis typically requires a wider set of software and developer skills.
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Nonetheless, vibe coding has the potential to be transformative for storytelling, newsrooms, and the media at large. At last, the people crafting content are no longer constrained by the tools forced upon them by their organizations. I remember the publication I worked at in the early days of blogging didn’t even have a gallery tool for readers to quickly scroll through images. Today, even absent AI, there are many platforms and plug-and-play tools to choose from, but they rarely have all the features you want. In any case, incorporating new software is typically a lengthy process in organizations.
With vibe coding, creators can now build experiences that are tailored to the content, not the other way around. Like I mentioned at the outset, this often ignites an enthusiasm in storytellers and domain experts, which is leading to a fantastic uncorking of creativity as more journalists dabble with vibe coding, like an interactive explorer of Newark’s municipal service data or a webpage that turns wildfire point data into Datawrapper-ready hexagon maps.
The challenge for media organizations is to translate that enthusiasm into deeper audience engagement, and to do it in an ongoing way. That, however, requires an approach that goes beyond simply giving reporters and editors permission to experiment. It requires new skills, specialized tools, and above all a culture shift.
Turning vibe coding into a team sport sport
The skill of vibe coding isn’t that different from “normal” AI skills, which is to say structured prompting and understanding how to collaborate with AI will get you a long way. But to get the most out of vibe coding, it helps to think first about what inputs you need (beyond your story) and find examples of other interactive experiences that are similar. Most importantly, think about what your audience wants and how you expect readers to interact with what you’re creating. Data journalists will probably have an advantage here, but it ultimately comes down to thinking a bit more like a product manager than a writer.
You can technically vibe-code in the same platforms where you’re probably already using AI, such as ChatGPT and Claude, but software tailored to vibe coding can generally get you from prompt to product much faster. That said, the services that hew most closely to the familiar chat interface, such as Lovable and Base44, will be less intimidating to non-enthusiasts.
For teams, the goal is to have a go-to platform where anyone can experiment with stories in a safe and private way. Given that the whole point of this software is to create web experiences for pushing out to audiences, that can be tricky, but most vibe-coding platforms have controls for keeping things secure by default while still enabling publishing to a public-facing site when you want to.
To really take advantage of the interest in vibe coding, however, will often require a shift in culture. Many media organizations have rigid structures around product and editorial. AI has already begun to chip away at the wall separating creators and coders, and vibe coding essentially takes a sledgehammer to it. That can be unnerving to product teams used to roadmaps, strict QA, and defined KPIs. The teams that get this right will properly balance the desire to allow their creative teams to experiment—sometimes publicly—without turning their sites and strategy into the Wild West.
Collaboration is key, and doing it successfully means various teams need to be fully aligned on the end goal: creating a pipeline from creativity to new, polished, and highly engaging experiences. As we move closer to “Google Zero” in 2026, media brands need to do more with the audiences they have, and vibe coding provides a means by which the entire team, not just product managers and engineers, can play a role in crafting that future.
The future favors the flexible
Vibe coding doesn’t need to replace existing newsroom workflows to matter. Its value comes in giving non-coder domain experts like journalists room to test ideas and think beyond the constraints of the CMS without waiting for an opening in the roadmap. Some of those ideas will remain one-offs, and that is fine. Others will point toward new formats worth formalizing. The organizations that benefit most will be the ones that encourage vibe coding as legitimate editorial exploration, support it with light structure rather than heavy oversight, and accept that the path to stronger audience relationships now runs through experimentation as much as execution.
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