In our Key Takeaways from CES 2025 article, we highlighted that one of the biggest challenges currently impacting the publishing landscape is AI displacement. Given the ongoing focus on AI research and pace of AI tools introduction to the market, publishers’ hand-made, meticulously-crafted articles, videos, and other forms of media are competing with the likes of a rapidly growing volume of AI-enhanced content.
To put this into perspective, since the introduction of OpenAI’s ChatGPT back in 2022, AI- content on the internet has surged by an astonishing 8,000%. Today, AI-generated material already accounts for 57% of all content online, and research suggests this figure will only continue to climb, eventually reaching 90% by 2026.
AI will continue to dominate our digital landscape, but this shouldn’t imply publishers’ high-quality content will be made obsolete. Instead, this shift presents crucial opportunities for publishers to adapt— harnessing AI innovation as opposed to perceiving it as a threat. As media and technology strategist Shelly Palmer pointed out at CES 2025, the real challenge isn’t AI itself, but how we choose to engage with it:
“Stop thinking about AI as a technology issue. It’s a leadership issue. The tools will only get faster, better, and cheaper. Your job is to lead your teams through this transformation. Innovate your workflows. Super-automate everything. And for the love of all things creative, stop conflating creativity with execution.”
The message is clear, AI isn’t meant to replace human creativity—it’s meant to enhance it. With that said, here are 6 ways publishers are adapting better to AI, leveraging its innovation to stay ahead of the curve.
1. Effective content planning
Rather than simply analyzing past performance, AI can also help prepare future content based on emerging trends. By scanning search trends, social media conversations, and competitor strategies, AI tools can help publishers identify high-potential topics before they peak, allowing them to stay ahead of the curve.
Example AI tools:
2. Content repurposing for multichannel growth
There are AI tools that can help transform long-form content into multiple high-impact formats. A single in-depth article can be automatically repurposed into infographics, social media snippets, and newsletters, expanding its reach across different platforms.
Example AI Tools:
3. Insights for optimal engagement
AI can analyze the emotional impact of content before it’s published, ensuring that articles resonate with audiences in the right way. By evaluating tone, sentiment, and emotional triggers, publishers can fine-tune their messaging to drive better reader engagement and brand perception.
Example AI tools:
4. Real-time crisis & reputation management
AI can monitor real-time audience sentiment, news cycles, and brand perception to help publishers manage crises before they escalate. By detecting negative trends, misinformation, or backlash early, publishers can proactively adjust their messaging and avoid related issues.
Example AI tools:
5. Assisted editing & proofreading
AI-powered tools help publishers refine and enhance their content by correcting grammar, improving readability, and maintaining a consistent tone. These tools act as real-time editing assistants, allowing publishers to produce high-quality content faster while reducing manual effort.
Example AI tools:
6. Content translation & localization
AI-driven translation tools can quickly and efficiently translate content into multiple languages, allowing publishers to expand their reach to global markets faster while still maintaining the nuances and cultural context necessary for effective localization.
Example AI tools:
Looking ahead
As we navigate through the current state of our online ecosystem, it is inevitable that AI’s role, not only in publishing but across the entire technological plane, is merely beginning to unfold.
As AI tools become more advanced and accessible to the masses, one thing history has taught us time and time again is that those who embrace innovation will find themselves at the forefront of success and industry leadership. It’s important to keep in mind that AI excels at a lot of actions, particularly in enhancing and executing, but it’s human creativity that lays the building blocks for true meaning and insight— the foundation of all great work.
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