By Magda Woods, AI Consultant and Author

The publishing industry has been affected by the evolution and disruption of technologies,
as well as weathering changes brought by the web (1990s), then mobile web (early 2000s),
and later by social media (2010 until now). Currently, we are standing in front of another
transformative era, as Generative AI is reshaping the technological and commercial
ecosystem again. However, it’s crucial to note that this change, based on past experiences,
might not be as swift or as straightforward as we might anticipate. Instead, it is likely to
take time and be nuanced.

As we navigate this evolving landscape, we present this document as a set of
considerations for publishers looking to design their own internal AI guidelines. We do
recommend developing such guidelines tailored to the specific needs of the organisation
and audience. These guidelines should span various operational areas, including editorial
and content production, user experience, technology, and marketing and sales.

As such, these guidelines will be evolving alongside the changes in the market and will
serve as an essential tool in successfully steering this technological evolution alongside
your organisation’s best interests.

This report was compiled in collaboration with:

Dominic Young, Founder, Axate
John Barnes, Chief Digital Officer, William Reed
Katja Eggert, Head of Strategic Development, Immediate Media
Matt Egan, Global Content Director, Foundry
Matt Hill, Digital Development Director, Hearst UK
Payal Sood, Head of Technology for HBM & Wonderly, Haymarket Media
Rob Biagioni, Managing Director, UK Time Out Media
Sophie Service, Director, Hemming Group
Tim Pollard, Group Digital Editorial Director, Bauer Media

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