The Ugly Side of AI

The downsides of AI have already posed major difficulties for some publishers. That's especially true for companies that jumped headfirst into using the technology for content generation.

Transparency and Misinformation

Across the board, the panelists are concerned about a lack of transparency when using AI-generated content. As Jessica explains, if publishers want to incorporate AI into their content practices, they should "share that information and disclose that with readers" in order to maintain trust.

One of the reasons transparency is so critical is the possibility of misinformation. As Alex explains, while AI might produce output that "sounds sensible," the lack of fact-checking could result in inaccuracies.

Redefining the Search Experience

AI is also altering the way consumers search for and purchase content and products, which could pose difficulties for media companies. Working to build and maintain loyal audiences through newsletters, social media, and other channels will help future-proof your business, not only against AI but as Google search continues to evolve.

There are some early adopters already taking advantage of the personalized searches that AI offers, but Emily predicts that full-scale adoption will take some time. Rather than looking at the next 6 months, consider the long-term effects that could play out over the next decade, and use those possibilities to inform your current strategy.

Positive Aspects of AI

Despite the potential challenges, avoiding AI altogether isn't the answer. Instead, internal teams can benefit from experimenting to find what works, looking at AI as a tool that can strengthen their work rather than a threat to their jobs.

Emerging Uses of AI

Producing AI-generated content is off-the-table for some publishers, but there are plenty of other ways to put it to good use. The panelists broke down some of the most interesting ways they're getting value from AI:

• Increasing efficiency: AI can take over tedious tasks, such as writing emails or letters of recommendation, to maximize personal efficiency

• Improving data insights: Using tools such as ChatGPT and Copilot to clean up and aggregate data allows for faster analysis, unbiased perspectives, and enhanced classification schemas

• Achieving AI personalization: Custom generative AI tools, such as the Adelaide tool developed by Forbes, can offer personalized content and product recommendations

By putting these powers together, AI can help publishers imitate the sticky TikTok phenomenon. TikTok users cling to the platform because it gives them a unique experience based on the content they engage with. If publishers can use AI to offer a similar approach, where people see content tailored to their interests and choices, it could offer significant value to users and companies alike.

Applications Worth Testing

The future of AI in publishing and affiliate marketing is just beginning to take shape, and there are plenty of avenues to explore. This ranges from fairly simple uses to more advanced strategies. For example, Emily says that she's experimenting with using AI to do small tasks , more efficiently, such as working on Excel formulas.

Alex discusses a more sophisticated step: developing proprietary language learning models (LLMs). He says that companies will likely build customized versions of ChatGPT. These LLMs will be specific to their verticals and allow for advanced personalization, and it's achievable for any company—as long as they have the necessary processing power and space to store massive amounts of data.

Stay in the Know

We’ve gone straight to the source! We sat down with top publishers like Vox, CNN, and Daily Beast to get the inside scoop on the biggest challenges in Content and Commerce today.

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