‘A torrent of crap’: News publishers see trust as a differentiator as AI content proliferates

The rise of generative artificial intelligence is threatening to disrupt some publishers’ business models, but executives from leading global news brands believe it could ultimately benefit their businesses by helping them establish stronger relationships with audiences. As Google and Microsoft introduce AI responses to search results and new audience-facing tools such as ChatGPT gain traction, it’s becoming increasingly clear that publishers relying on the repackaging of commoditized information could face a difficult future.  But for publishers of original, high-quality journalism and analysis, the proliferation of AI-generated content could present an opportunity to position themselves as essential resources for navigating the AI maelstrom. Speaking at The Internation