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 has highlighted the explosive growth of generative AI technology and its impact on the news ecosystem, as well as the strategic choices media organizations must make in response.
A session titled "Deep Dive: What Media Companies Need to Do to Leverage 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 the key steps news publishers must take to successfully enter this ecosystem.
The urgency for media companies to establish a market environment where they can take the lead and demand fair compensation arises from the indiscriminate use of news content in AI model training by major tech firms. Industry experts who are building the technical foundation for a new licensing market through AI models participated as speakers in the session.
They shared practical approaches to protect original works produced by media companies from unauthorized scraping by external AI and to maximize revenue by establishing new licensing business models based on this protection.
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 create 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 who establish the rules of the AI content market and share in its benefits. As more detailed remarks from the speakers and specific business cases are added, a clear blueprint for building sustainable business models for media companies in the AI era is expected to emerge.
* This article has been translated by AI.
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