{"id":65735,"date":"2025-12-27T19:51:07","date_gmt":"2025-12-27T19:51:07","guid":{"rendered":"https:\/\/www.africa-press.net\/lesotho\/all-news\/research-shows-impact-of-ai-on-news-industry-2"},"modified":"2025-12-27T20:30:37","modified_gmt":"2025-12-27T20:30:37","slug":"research-shows-impact-of-ai-on-news-industry-2","status":"publish","type":"post","link":"https:\/\/www.africa-press.net\/lesotho\/all-news\/research-shows-impact-of-ai-on-news-industry-2","title":{"rendered":"Research Shows Impact of AI on News Industry"},"content":{"rendered":"

Africa-Press – Lesotho. <\/strong> <\/span>BASED on studies conducted in Spain, Pepe Cerezo Gilarranz, founder and director of Digital Journey, shared key insights about the impact of AI in the media business during a recent INMA Webinar.<\/p>\n

During The Impact of Artificial Intelligence on Business Models, Cerezo expressed concern about the future of employment in journalism and how AI forces us to reinvent ourselves to remain relevant as content creators. Cerezo argued the \u201cdeconstruction\u201d of media means building strong interest groups.<\/p>\n

\u201cWe have to abstract ourselves from the content, which of course remains very important,\u201d he said, warning that if the news industry can\u2019t attract audiences in a lasting way and build communities, its ability to survive will be limited.<\/p>\n

According to Cerezo, these communities rest on four pillars, including the importance of both global and local brands that reflect the company\u2019s mission and values.<\/p>\n

\u201cThis is obviously a business, but it must be considered a public service,\u201d he said, highlighting journalism\u2019s societal role.<\/p>\n

This mission of service was partly lost in the 1980s and 1990s, when many media companies went public and turned into large financial structures, Cerezo said: \u201cWe need to recover the public service mission and offer a value proposition not only through content, but through the relationship with the audience.<\/p>\n

\u201dThe goal is to deliver \u201ca value proposition of services, products and content that is as distinctive as possible,\u201d capable of responding to the interests of the community, whether niche or multi-local.<\/p>\n

Cerezo underscored the need for distribution and loyalty tools that enable a diversified monetisation model, always keeping the user at the center.
\nHe issued a warning: \u201cIf we don\u2019t have an equation that responds to this ecosystem, it will be hard to survive in an increasingly complex environment.<\/p>\n

\u201dWalled gardens and the lesson of social mediaMedia companies were slow to grasp the concept of \u201cwalled gardens,\u201d Cerezo said, while social media became highly effective platforms for extracting data and monetising user information.<\/p>\n

Meanwhile, news outlets lagged in registering users and building communities within those closed ecosystems.
\nHe urged media companies to adopt the same logic as social media \u2014 and now AI \u2014 so they can build their own walled gardens, making it harder for external players to compete or operate within their ecosystems.<\/p>\n

The end of the open Web?On a question of the open Web, Cerezo argued that media outlets joined this environment relying on \u201cillusory traffic\u201d driven by third-party platforms. This traffic was measured in terms of visits, not actual users or readers.<\/p>\n

As an example, he highlighted the functionality of Google Discover, which supposedly shows users personalised content but in reality prioritises \u201cwhat the algorithm wants\u201d without differentiating or building loyalty among audiences.<\/p>\n

\u201cWith the arrival of AI, if we don\u2019t break this model, we\u2019ll continue living in an open, free Web that will be irrelevant in monetisation terms,\u201d he said.<\/p>\n

While saying he believes the open Web will continue to exist, he said outlets that depend on massive traffic without building communities or knowing their audiences will become increasingly irrelevant and struggle to monetise their products.<\/p>\n

AI, a transformative agentCerezo argued that the arrival of AI is accelerating the shift toward a more closed ecosystem: \u201cWe are at a stage where AI represents both a threat and an opportunity.<\/p>\n

\u201dThe industry has long lived with predictive AI (algorithms that anticipate browsing behaviour or tools such as Google Maps), he said. The major disruption now comes with generative AI, which lets users interact to create text, images or audio and interpret data in a human-like way.<\/p>\n

While predictive AI transformed distribution and monetisation in relationships with third parties, Cerezo said generative AI alters the media\u2019s DNA itself: the creation and aggregation of content.<\/p>\n

\u201cIf the value chain changes, the industry changes,\u201d he said, warning that it\u2019s nearly impossible to compete financially with the tech giants pushing these models.<\/p>\n

He called for a more disruptive approach from media companies.
\nAlthough the issue is on media executives\u2019 agendas, Cerezo criticised the lack of adequate strategy and planning.<\/p>\n

To address this challenge, he proposed three strategic levels:\uf098Industry-wide, he called on large media groups to develop a joint strategy for negotiating with AI platforms and defending the value of content as an industry rather than individually, to avoid letting AI remain purely extractive of media-generated data and user relationships.<\/p>\n

\uf098For smaller outlets, he urged alliances to help monetise the use of their content in training AI models.<\/p>\n

\uf098On a professional level, he encouraged adopting AI in daily tasks, but following clear industry guidelines.<\/p>\n

Alliances and legal battles over dataCerezo pointed out that there are already ongoing initiatives, such as partnerships and lawsuits by media companies against AI developers.<\/p>\n

He mentioned deals between OpenAI (the creator of ChatGPT) and outlets such as Spain\u2019s Prisa Media and France\u2019s Le Monde, as well as The New York Times\u2019 lawsuit against OpenAI over unauthorised use of copyrighted content.<\/p>\n

These partnerships must be designed with a medium- and long-term view, Cerezo said, avoiding exclusive dependency on major platforms and even considering the development of proprietary, controlled AI versions for confidential uses.<\/p>\n

Changes in how we search for informationAnother radical change he highlighted is how users now search for information online.
\n\uf098Mauricio Romero is a journalist with 30 years of experience, working for media outlets such as El Tiempo and Pulzo. Based in Bogota, Colombia, he writes about media, technology, cars, finance, and a variety of topics.<\/p>\n

Find more news and analyses on Lesotho<\/span> on the Africa Press<\/span> website<\/p>\n","protected":false},"excerpt":{"rendered":"

Africa-Press – Lesotho. BASED on studies conducted in Spain, Pepe Cerezo Gilarranz, founder and director of Digital Journey, shared key insights about the impact of AI in the media business during a recent INMA Webinar. During The Impact of Artificial Intelligence on Business Models, Cerezo expressed concern about the future of employment in journalism and […]<\/p>\n","protected":false},"author":84,"featured_media":65734,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,9],"tags":[245],"class_list":["post-65735","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-news","category-miscellaneous","tag-lesotho"],"yoast_head":"\nResearch Shows Impact of AI on News Industry - Lesotho<\/title>\n<meta name=\"description\" content=\"-article-header-tag"> Africa-Press - Lesotho. 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