OpenAI is finally buying rights from major publishing companies! But, what’s the future of journalism?

In recent months, several major publishing brands, including Condé Nast, The Atlantic, and News Corp, have entered partnerships with OpenAI, a leading force in artificial intelligence, to license their content for use in AI products like ChatGPT and SearchGPT.

These partnerships are aimed at meeting the growing demand for high-quality, reliable content in the digital age while balancing the needs of both AI companies and traditional publishers, stakeholders have said.

As is the case with many CEOs, Sam Altman has had a penchant for embroiling himself in controversies since the inception of OpenAI. And a lot of the backlash he receives comes from his rather indiscriminate use of content without waiting for permission from the creators.
Remember when the entrepreneur got into trouble after Scarlett Johanssen accused him of using her voice for OpenAI’s Sky? That’s not it. OpenAI has also been sued by the New York Times and eight other papers on the grounds of copyright infringement after their content was allegedly used to train the AI model.

However, the OpenAI CEO seems to be learning from his mistakes and is now pursuing a rather legal route to obtaining content for training his models. Multiple popular and reputable brands have signed deals with OpenAI. And one of the primary reasons publishers are partnering with OpenAI is the shift in how audiences discover information.

You scratch my back, I scratch yours

With generative AI becoming increasingly integrated into search engines and digital assistants, media companies are increasingly seeing opportunities to expand their reach through these platforms. For instance, Condé Nast CEO Roger Lynch emphasised the importance of “meeting audiences where they are” and embracing new technologies that can enhance the visibility of the company’s content.

By partnering with OpenAI, Condé Nast and others hope to regain some of the revenue lost due to changes in traditional search and social media algorithms, which have negatively impacted publishers’ traffic and ad revenues.

Another key benefit for publishers is ensuring proper attribution and compensation for their intellectual property. The licensing deals with OpenAI and other AI firms attempt to address these issues, ensuring that publishers are compensated for their contributions to AI training models. For example, some deals, like the one News Corp signed with OpenAI, are valued in the hundreds of millions of dollars, providing substantial revenue streams to news organisations that might otherwise struggle to monetize their digital content.

The grass may not be greener on the other side

Publications are likely making this switch and partnering with OpenAI to “keep up with changing times”. But these deals are not without their challenges.

Some critics argue that by cooperating with AI companies, publishers are effectively “settling without litigation” and sacrificing their hard-earned credibility for short-term financial gain. There is a fear that these deals may lead to AI-generated summaries of news stories overshadowing original reporting, which could undermine the value of journalism in the long run.

Unionised editorial employees at Condé Nast, for instance, have expressed concerns about how AI might impact their work and whether it could lead to a degradation of journalistic standards.
Additionally, there are ethical concerns about AI’s role in the spread of misinformation. If generative AI systems fail to accurately reflect the nuance and context of human-written journalism, they could inadvertently amplify false or misleading narratives. This is a significant worry for media companies that have spent years building trust with their audiences.

Ultimately, while partnerships between publishers and AI companies like OpenAI offer potential benefits — such as increased reach, better compensation, and adaptation to new content discovery methods — there are notable risks involved. The media industry is at a crossroads, trying to navigate the delicate balance between leveraging AI for growth and protecting the integrity of quality journalism. As the landscape evolves, it remains to be seen whether these partnerships will help or hinder the future of publishing.