Commissioned by the PPA and developed in partnership with Enders Analysis, Humans and Machines: The Everywhere Equation sets out how publishers can navigate this change, and where the greatest opportunities lie. Drawing on industry data, real-world case studies and expert insight, the report explores how sustainable growth in the AI age will be built on direct audience relationships, strong communities and distinctive, trusted editorial brands.

The findings challenge the idea that publishers need to be everywhere. Instead, success will come from focus, prioritising trust, usefulness, habit and community, while adapting to new discovery environments including AI-driven platforms and recommendation systems.

At a time when content is infinite, trust and human connection are becoming more valuable, not less. This report shows how publishers can build on these strengths, experiment with new approaches, and develop resilient, future-facing business models.

PPA members and 2026 PPA Festival delegates can view the report below. This content is strictly for PPA members and Festival delegates; we ask that you don’t share it – your access will be revoked if you do. If you have any access issues, please email info@ppa.co.uk