Readers rely more on media than on AI, says Washington Post

O president of CNBC and the executive editor of the Washington Post today highlighted the importance of confidence for information consumers, adding that the AI can fuel media prosperity.

“ I think thriving is a real possibility with the AI. Our business models have been under pressures of various kinds over many years, but we have continued to survive and we are almost as big as we have ever had,” Washington Post executive editor Matt Murray said on a Web Summit panel.

In Lisbon, on the main stage of the technological summit, Murray pointed out that “quality media bodies have learned to adapt and take advantage of this context”.

“ I am excited about many things related to AI, but I think that the most important thing for me is how it can improve reporting and create new capabilities that we just didn’t have before,” he noted.

Matt Murray added that these tools changed access to data, allowing collecting “a lot of information”.

The editorial officer pointed out that this technology is being used “in all publication”, whether to follow legislation at local or state level, or as a tool to improve efficiency.

In turn, the president of CNBC, KC Sullivan, placed himself in the group that is “very optimistic about what the AI can do”.

The TV network manager divided the use of AI into three categories: data analysis, increased writing efficiency and distribution of content adjusted to the taste of consumers.

In concrete, he highlighted the use of AI for real-time transcription, which allowed converting what was video into text, or even for the compilation of summarized chapters of interviews.

Asked about how they remain relevant in media mediated by AI, KC Sullivan stressed that trust is an important element, since with “the enormous saturation of banalized content that exists in the market, it is important for the public to have brands of trust that stand out in this context”.

Similarly, it highlighted the importance of live transmission, which gives a differentiating factor and allows a connection with the public.

According to Matt Murray, the connection with Washington Post readers is being made through a greater focus on “essential journalism.”.

“ We work hard with our data to understand much better what makes people keep their subscriptions, turn back to our services and what they seek,” he added.

The head of WaPo said that although the AI may be important for the dissemination and processing of information, there are things that agents “will never be able to do”, such as “the door-to-door visits, the gathering of information, that kind of journalism centered on people who still characterize the best organizations.”.

KC Sullivan added that the added value of trust and journalism is “what distinguishes this approach from aggregation of highly commoditized content.”.

Matt Murray acknowledged that the media sector has had “occassional trust issues”, but that, despite this, “people trust less in the AI” than they do in the media.

“ I think we need to build on that trust and find ways to deepen that relationship [with customers]. And we have an opportunity that not everyone has to present content, news and perspectives that the AI cannot provide – despite all its strengths”, he asserted.

Web Summit runs until Thursday, at the Lisbon International Fair and Meo Arena.

The event takes place since 2016 in Lisbon, this being its tenth edition, and should continue until 2028.