5 Predictions for the Growing Role of Artificial Intelligence in Media by 2026

SadaNews - The media sector is entering a pivotal phase in its relationship with artificial intelligence, characterized by a rapid adoption and increasing challenges. Below are five key predictions for 2026, highlighting how artificial intelligence will reshape journalism, publishing, and public relations, as written by Pete Paschal (*):

Copyright

1. Intensifying Copyright Disputes

It is expected that the ongoing debate over copyright between publishers and artificial intelligence companies will intensify before it improves. Despite existing licensing agreements, the underlying tension remains: publishers are demanding compensation for the use of their content, while AI companies defend the principle of fair use.

Many publishers are currently resorting to banning AI crawling programs, limiting access to recent data and making AI tools less competitive. However, "Google" has a unique advantage due to the integration of its search engine and AI crawling programs; no publisher can block the "Google" search engine.

This situation puts competitors like "OpenAI" and "Perplexity" at a disadvantage, and Paschal anticipates that AI companies will prioritize competitiveness at the expense of complying with the demands of others.

Newsrooms

2. Newsrooms Shifting to AI Products for Revenue Generation

The role of artificial intelligence in newsrooms is evolving from merely tools for efficiency to income-generating products.

The adoption of AI by the "New York Times" in areas like transcription and social media management reflects growing confidence in this technology. Importantly, initiatives such as the "Times AI Agent," which transforms archives into datasets ready for AI, indicate a move towards investable AI products.

While profitability remains uncertain, publishers are showing a strong willingness to experiment, despite the ongoing controversies, such as the backlash from the "Politico" union against an AI tool for its distinguished section. This trend indicates that AI will become an integral part of product strategies aimed at boosting profits.

Revival of the Public Relations Sector

3. Rise of Agile Public Relations

Contrary to expectations of decline, public relations is experiencing a revival driven by artificial intelligence. Generative AI places significant emphasis on credibility across multiple platforms, making extensive citation more important than ever. This dynamic enhances the importance of public relations, as securing coverage - even on smaller sites - contributes to increasing visibility in AI-based ecosystems.

Nevertheless, the sector is under pressure to adopt AI for content generation to reduce costs, forcing public relations firms to become more agile and intelligent. The result is an enhanced yet transformative public relations sector adapting to the impact of AI on content and credibility.

Authenticity of Human Writing

4. Authenticity Reasserts Itself

Despite concerns over AI dominance in journalism, human writing remains essential. While AI can research and write, its use shifts public trust and relationships.

Authenticity has regained its significance, as human-driven storytelling is seen as a distinguishing factor. AI still plays a supporting role, allowing for effective cost expansion in forms such as short explanatory videos. Ultimately, AI acts as an accelerator, not a substitute, helping media diversify without sacrificing authenticity.

Direct Audience Engagement

5. Focus on Audiences Directly

Publishers are preparing for a world dubbed the "smaller Google," where reliance on enhanced search engine offerings is fraught with risks; therefore, the priority shifts to building direct relationships with audiences through dedicated apps, newsletters, and live events, channels known for greater interaction and loyalty.

However, as more publishers adopt these strategies, competition for attention will intensify.

The Bigger Picture

Adopting AI in media is no longer an option. With 34 percent of individuals using AI for information searches - up from 18 percent a year ago - and over half of journalists integrating AI into their workflows weekly, the media sector is rapidly adapting. While copyright and profitability issues remain unresolved, 2026 is anticipated to be the year media companies develop their own survival guide for the age of artificial intelligence.