Publishers Grapple with AI’s Promise and Perils

AI Is No Longer Just a Buzzword

A new Digiday+ Research survey reveals that AI is becoming a fixture in the publishing industry, with over half of publishers reporting active use of generative AI tools. Another 37% are still in the experimentation phase. From streamlining content creation to audience targeting, AI applications are expanding — yet only 11% of respondents said their companies aren’t working with AI at all. This marks a significant shift from a year ago, when AI was largely seen as an emerging curiosity. Now, it’s a strategic focus area, with 41% of publishers saying their leadership sees AI as both an opportunity and a risk — a clear sign of maturation in attitudes.

Balancing Efficiency with Brand Integrity

Despite growing adoption, publishers remain cautious about full AI integration. Industry leaders express concern over preserving editorial standards and audience trust. While AI offers speed and cost efficiency, relying too heavily on machine-generated content risks alienating audiences and diluting brand value. As a result, only 7% of publishers are using AI to produce the majority of their content. Many are opting for hybrid approaches — letting AI tools assist with research, metadata tagging, or headline suggestions, while human editors retain creative control. This careful balancing act illustrates how publishers are aiming for innovation without sacrificing authenticity.