In an era of shifting media consumption habits and the proliferation of GenAI, trusted journalism has never been more vital. Yet it’s being treated as a commodity rather than a premium, one that is being sourced to power AI models, often without compensation or credit. Some see GenAI as a threat to intellectual property and others as an opportunity, but in reality, it is both. Since the birth of the free web, the media industry has proven it can make headway in innovating and monetizing through disruption.
GenAI is once again rewriting the rules–not only for content creation but also for consumption and distribution. GenAI tools can summarize and create content at lightning speed in easily digestible formats without having to shift to other platforms, attributes that are turning into expectations from audiences. Although this promise is exciting, it creates real risks for publishers. We face a complex reality: Content, in all its forms, has never been more accessible, but trusted content has also never been more vulnerable and simultaneously essential to creating quality outputs using GenAI.
Why publishers must act on AI
GenAI is already reshaping the world of content, journalism and intellectual property and will only continue to do so. Undoubtedly, publishers around the globe would be wise to harness the opportunities.
However, we’re seeing AI models distributing and using publisher content without permission, attribution or compensation, potentially creating a world where reliable information could become a scarcity. This moment demands clarity, leadership and unity. The industry needs to ensure that during this period of disruption, publishers are in the driver’s seat to create a model where platforms work with publishers for mutual benefit.
From automatically generated summaries to chatbot-driven insights and intelligence, GenAI has already altered the way we live, work and consume news. This transformation has led to unauthorized use of our intellectual property. AI models don’t develop themselves. They rely on data, and that data includes journalism, which is often created at great risk and investment. When GenAI produces outputs that are not appropriately attributed and created in an environment that ignores source compensation, credible information is in jeopardy.
Publishers begin to take a stand on AI
The publishing industry has already taken steps towards meaningful advocacy. In the UK, the “Make it Fair” campaign is pushing for fair compensation for publishers and stronger legal protections for content. This campaign has united leaders in journalism and sent a clear message to lawmakers and tech companies: Use journalism responsibly and compensate it fairly.
In the US, the News/Media Alliance launched the “Support Responsible AI” campaign highlighting the alarming reality of AI systems using publisher content without fair compensation and credit. This call to action is clear: Build a framework for ethical AI practices.
Both of these efforts show that there is strength in numbers and must inspire further action. They’ve sparked awareness, but we’ve yet to see measurable change. Policy takes time and differs across regions. Publishers must act now, to come together to create standard processes for platforms to adhere to; opening up the industry for business only if certain parameters are followed.
The path forward: outreach & licensing agreements
To preserve the value of our content, media leaders must move swiftly to establish licensing frameworks that protect our journalism while also enabling and embracing responsible innovation. Licensing isn’t about saying no to AI; it’s about creating a healthy symbiotic relationship between publishers and platforms.
A strong licensing agreement should be clear, fair and transparent. It must define the scale of content usage, set transparent boundaries for how AI systems can engage with intellectual property, outline where and how content will appear and be compensatory to publishers and content creators. Publishers must also be involved in every stage of this process. This requires open conversations where AI developers acknowledge the value of publishers and the content which is indispensable to a successful AI ecosystem.
If collaboration and compensation are mutual priorities, AI becomes an opportunity. Done right, it allows publishers to reach new audiences and explore new formats while maintaining control over their content, bringing a new realm of GenAI forward.
Protecting the media industry through collaboration
No single publisher can do this alone. The challenges GenAI presents are an industry-wide issue and solving it requires an industry-wide response. While policy development takes time and currently lacks unified alignment, tech companies are moving quickly and setting their own parameters. Needless to say their priorities often fall short of safeguarding the future of journalism. Shared standards and frameworks are needed. Most importantly, publishers must speak with a united voice. When publishers come together, they’re not just defending content, but exemplifying the values their journalism stands for.
It is already clear what’s possible when publishers organize. The campaigns mentioned earlier are just the beginning. Collaboration helps us navigate the ethical gray areas like, “How do we preserve the authenticity of human voices in an age of machine-generated content?” “What’s the line between inspiration and plagiarism when AI synthesizes content from millions of sources?” These are questions publishers must answer together.
The future of journalism and AI
With the level of disruption from GenAI in just two years, it’s clear that industries everywhere will continue adapting and transforming to take advantage of the opportunities the technology is already delivering. There is enormous potential for these tools to support journalists and expand the reach of trusted journalism. However, these tools must be used responsibly and work in harmony with people. Human judgement, context and ethics are not replaceable. AI can mimic tone, but it cannot understand nuance.
The role of the journalist as a trusted and accountable storyteller remains indispensable. As we move forward, our role as publishers will be more important than ever. We must ensure our content fuels innovation with consent. We must advocate for transparency, compensation and respect for the reliable information our journalists go to great lengths to provide.
The entire publishing community has a shared interest in ensuring GenAI serves our industry, not the other way around. This is a defining moment for publishing–providing publishers with an opportunity to shape the future with purpose. Let’s lead with integrity, together.
