Conversations around AI are constantly changing. Publishers are focused on where AI can create value, how to implement it responsibly and how to adapt when AI is changing how content is discovered.
During a recent A Media Operator webinar, AMO’s Jacob Donnelly and AAM’s Scott Cunningham discussed how these three shifts are impacting media.
1. AI experimentation is turning into measurable value.
Many publishers are shifting from AI experimentation to focus on AI’s measurable value, operational efficiencies and new revenue opportunities.
“Publishers have moved past the hype and are treating AI like any other tech investment,” Cunningham said. “They’re not asking whether they should use AI, but where it creates the most value.”
As a result, publishers are identifying areas where AI can improve efficiency. Common use cases include using AI tools for research, transcription, tagging and classification, headline generation, audience segmentation and advertising and sales.
"They’re looking at their workflows and asking, 'Where are the pain points? Where are we wasting time? How can we achieve better results?' They’re not implementing AI just for the sake of using the technology."
2. A focus on AI governance can be an advantage.
But as publishers continue to integrate AI into their operations, audiences and advertisers are asking questions about how and where it's being used and whether it's being implemented responsibly.
“Consumers are looking for authenticity and transparency,” Cunningham said. “Publishers that can demonstrate this will be better positioned to succeed.”
One way to achieve this is by adopting a structured approach to governance. AAM's Eight Pillars of Ethical AI provides a framework for responsible AI implementation and includes:
- Developing clear policies that govern AI use
- Disclosing when and how AI was used
- Ensuring human oversight is integrated into every use case
- Implementing privacy and data protection safeguards
- Managing the appropriate rights and permissions from vendors
He added that as government regulations take effect, publishers that implement AI governance will have an advantage.
“This is a massive opportunity for media to demonstrate trust and compliance. As more states pass AI disclosure laws, a program like AAM’s Ethical AI Certification can help publishers stay ahead of updates and new requirements.”
3. Publishers are finding new ways to monetize content and data.
Publishers are also considering how AI systems discover, interpret and reference their content and data. This means optimizing content for both people and machines while evaluating what information should remain openly accessible, what should be licensed and how AI can create new business opportunities.
“Publishers must look at how to handle the scrapers and consider licensing agreements. You can’t make money if you give everything away for free. There needs to be scarcity of supply.”
Cunningham said publishers should take advantage of how LLMs view their brands.
“Lean in on your trustworthiness. LLMs think of you and your domain as being trustworthy. It’s important to understand the leverage you have and try to monetize it.”
Publishers are starting to do this by limiting access to AI crawlers by creating allow lists and strengthening direct audience relationships in owned channels such as newsletters, apps and events.
Cunningham added that publishers who are successful five years from now won't be the ones using AI the most, they’ll be the ones using it intentionally.
“Ask yourself, ‘What is a trusted brand? What is original content? What’s your editorial judgment? What’s your transparency and governance?’ Start thinking along those lines and then use AI to help you get there.”
