The 77th World News Media Congress, organized by the World Association of Newspapers (WAN-IFRA), is currently underway in Marseille, France, where global media leaders are focusing on new survival strategies and revenue generation methods in the age of artificial intelligence (AI). This year's congress highlights the explosive growth of generative AI technology and its impact on the news ecosystem, along with the strategic choices media organizations must make in response.
A session titled "Deep Dive: What Media Companies Must Do to Utilize the AI Content Market" drew significant attention from attendees on the morning of the event. WAN-IFRA views the emerging AI content licensing market as a new opportunity for media companies and outlined key steps that news publishers must take to successfully enter this ecosystem.
The urgency for media companies to establish a market environment where they can assert control and demand fair compensation arises from the indiscriminate use of news content by major tech companies for training AI models. Industry experts participating in the session shared practical approaches to protect original works produced by media organizations from unauthorized scraping by external AI and to build new licensing business models that maximize revenue.
The session was moderated by Kevin Anderson, Director of the Digital Revenue Network at WAN-IFRA. Speakers included Birger Søiland, Head of Publisher Partnerships at TollBit, Frederick Jahn, Co-Founder of Centinel Analytica, and Primavera de Filippi, Co-Founder of Alien Intelligence. They led in-depth discussions on how to establish a fair value exchange system between news media and AI companies, drawing on their expertise in data tracking technology and AI governance.
WAN-IFRA emphasized that media companies must evolve from a passive role of merely providing content to becoming active players in shaping the rules of the AI content market and sharing in its benefits. As more detailed remarks and specific business cases from the speakers are added, a clear blueprint for building sustainable business models for media organizations in the AI era is expected to emerge.
* This article has been translated by AI.
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