Ezra Eman, WAN-IFRA's AI Media Director, diagnosed the uncertainty facing the media industry in a keynote session on June 2, stating, "No media outlet has a map."
In the internet era, there was a clear direction toward digital transformation, and during the mobile age, a common goal of mobile-first strategies emerged. The social media era also had relatively clear strategies for platform utilization. However, the AI era is different. The fundamental restructuring of how information is produced, distributed, and consumed means that existing formulas for success are no longer applicable.
Eman remarked, "The new world cannot be explained by existing maps," emphasizing that the challenge lies not merely in adopting AI tools but in figuring out how journalism can survive and thrive in an era where AI becomes the gateway to information for people.
In fact, global media companies are choosing different paths. According to a survey presented by Eman, 56% of media outlets have adopted defensive strategies to block crawling bots from AI companies, while 31% are negotiating or have signed licensing agreements with AI firms.
He noted, "There is no right answer to which strategy is correct; choices may vary based on the size and circumstances of each media outlet."
What is clear, however, is that media organizations must determine their own positions within the AI ecosystem. Eman stressed, "Without control, there is no market, and no way to secure value."
Whereas media companies once competed for readers' attention, they are now competing to maintain their presence within AI systems. He warned that journalism must not be reduced to mere 'ingredients' within the AI ecosystem.
As generative AI summarizes, explains, and recommends article content, there is a growing risk that media content will be consumed as components of AI services. Eman stated, "We must be a destination, not just an ingredient."
If media outlets limit themselves to supplying content to AI, they risk losing their relationships with readers, subscription revenue, and advertising income. However, by providing differentiated services and experiences that readers actively seek, they can maintain competitiveness even as distribution methods change.
He advised, "Understand AI usage patterns, avoid commoditized content, and secure scarcity. We must accumulate unique knowledge and capabilities to respond to the age of AI agents."
Ultimately, as AI proliferates, the demand for exclusive information, reliability, and authenticity will become even more critical. "The market will prefer exclusive, specific, and authentic content," he predicted.
During a panel discussion, global media executives shared their various approaches to navigating this 'mapless era.'
Fabrice Bakhouche, CEO of the French group Ouest-France, stated, "The impact of AI on roles, workflows, and management structures is just beginning to emerge, and no one can clearly outline its influence yet."
He emphasized the importance of field-based experimentation over excessive caution. "A bottom-up approach is essential; we must not be too conservative," Bakhouche said, indicating that answers should be sought through real-world experiments rather than waiting for uncertainties to resolve.
Sky News in the UK is grappling with similar challenges. Jonathan Levy, CEO of Sky News, diagnosed the media industry as undergoing changes that are "simultaneously, constantly, and accelerated."
He quoted former Washington Post editor Marty Baron, describing the current situation as a "rapidly changing media consumption landscape."
Sky News is pursuing a strategy of transitioning to a digital and video-centric newsroom while maintaining the essence of journalism. Levy remarked, "We are providing trusted journalism while remodeling an aircraft mid-flight."
He also emphasized the importance of honest leadership that does not pretend to have all the answers, stating that providing direction and trust to team members is a key role for management during the transformation process.
Reuters has opted for a more systematic approach. Jane Barrett, head of AI strategy at Reuters, assessed that the key to AI implementation lies more in the organization than in technology. "10% of change is AI, 20% is technology, and 70% is about people and processes," she said.
Reuters is establishing guidelines for AI use, a governance committee, and data security systems—what she referred to as 'scaffolding'—to ensure that experimentation and innovation do not compromise trust.
Barrett emphasized, "Failure is learning," highlighting the importance of fostering a culture of experimentation at the organizational level.
Eman concluded his presentation by reiterating, "No media outlet has a map." Instead, what is needed now is not a perfect answer but experimentation, observation, and collaboration. He urged, "We must share signals with each other and exchange experiences of failure."
While media organizations are heading toward the same destination in the age of AI, they must carve their own paths to get there. The conclusion from Marseille was clear: the absence of a map is no reason to remain stagnant.
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.