How newspaper publishers can protect their content and benefit from AI companies
The rapid development of artificial intelligence (AI) has fundamentally changed industries worldwide — and the news market is no exception. In the last two years, advances in large language models (LLMs) such as ChatGPT, Google Gemini, and Claude have disrupted traditional journalistic processes. On the one hand, this opens up completely new opportunities, but at the same time presents media companies with major challenges.
This blog post is based on insights from Jodie Hopperton's comprehensive report How News Organizations Should Work With AI Companies, published by the International News Media Association (INMA). In addition, I highlight key findings and practical strategies to successfully position yourself in this AI-driven media landscape.
The shift towards “answer machines”: A new paradigm for news
AI has transformed search engines into “answer machines” that provide immediately actionable information, rather than simply providing a list of links. While this change improves the user experience, it presents newspaper publishers with the challenge of maintaining visibility and securing traffic on their own platforms.
AI-driven hyper-personalization is also changing how content is delivered and consumed. For newspaper publishers, this raises questions about algorithm transparency, content prioritization, and user interaction.
Why AI companies need news content
Despite the challenges, AI companies depend on news content — in particular because of its credibility and structured information preparation. Verified content is essential for the quality of AI-generated answers, which is why newspaper publishers are considered valuable partners. However, questions about licensing, authorship, and monetization remain largely unresolved.
Companies such as OpenAI, Google, and Microsoft are experimenting with various cooperation models, including:
- Partnerships with added value: Access to experimental tools in exchange for content
- Revenue share: Compensation models with low double-digit sales shares
- Data training fees: Costs of using content for AI development
New partnerships and AI brokers
Media companies are testing various cooperation models — from direct partnerships with providers of large language models (LLMs) to cooperation with AI brokers. platforms such as Scalepost.ai, Tollbit and Human Native close the gap between publishers and AI companies by offering solutions for content licensing and usage transparency. Among other things, these intermediaries help publishers to:
- Analyze the use of their content
- Prevent unauthorised scraping
- To monetize your data in a targeted manner
Proactive strategies for newspaper publishers
In order to successfully position themselves in the AI landscape, newspaper publishers must act strategically and proactively. Here are six key measures:
1 Understanding the value of your content
Identify which content is particularly valuable for AI applications—whether it's training models or providing up-to-date answers. Tools like Tollbit can help track the usage patterns of your content.
2 Cross-sector collaboration
Closing ranks with competitors and industry associations can strengthen the negotiating position vis-à-vis AI companies. Joint initiatives can promote fair licensing models and ethical use of AI.
3 Strengthen reader loyalty
Instead of focusing exclusively on traffic, publishers should focus on personalized experiences, exclusive content and premium offerings to build long-term reader relationships.
4 Perform scenario planning
Changes in traffic flows, new distribution models and changing monetization strategies require flexible planning approaches. Scenario analyses help to prepare for various developments.
5 Advocate responsible use of AI
Publishers should actively promote transparent content attribution, ethical scraping practices, and accountability of AI companies with regard to content rankings and usage.
6 Experiment boldly
Cooperation with AI companies and intermediaries can help to open up new monetization models and innovative content formats. At the same time, it is worthwhile to invest in your own AI tools to optimize internal workflows and product offerings.
The way forward: seize opportunities
The AI revolution poses both risks and opportunities for newspaper publishers. Those who act decisively, experiment boldly and enter into strategic partnerships can actively shape the future of journalism.
The challenges are great — but so is the potential for growth and innovation. As Hopperton points out in her report, it is not just about survival, but about taking a leading role and ensuring that high-quality journalism remains an essential part of the information ecosystem.
conclusion
The time to act is now. Newspaper publishers must underline their value, adapt to technological changes and actively shape the development of responsible use of AI. Anyone who does this can secure their position at the forefront of the media landscape in the long term. Would you like to find out how AI can optimize your newsroom management? Visit our AI services page here.
