AI threats are shaping how audiences find news, with AI answer engines and declining search referrals risking audience diversion; creators and influencers now routinely outpace traditional brands in reach and engagement.

To stay valuable amid AI disruption and the creator economy, the industry is urged to build trust and depth, while experimenting with new formats and direct reader connections.

Direct audience engagement—through newsletters, podcasts, and interactive formats—becomes a priority to build habitual use and brand loyalty as search traffic declines.

Publishers expect a shift toward creator-style journalism, with about three-quarters encouraging reporters to adopt creator personas, roughly half eyeing influencer partnerships, and about one-third considering direct creator hires.

Formats are being prioritized to fight fragmentation from AI, with a strong emphasis on video (79%) and audio (71%) to deliver immersive, narrative experiences.

AI licensing is not seen as a major revenue driver, with only about one-fifth anticipating significant AI licensing deals; publishers view AI partnerships more as marginal opportunities.

Publishers are shifting toward AI-resistant reporting by boosting original investigations and contextual analysis, while curbing generic news easily replicated by chatbots.

The Reuters Institute’s 2026 forecast frames journalism around two forces: generative AI and the rising creator economy, based on a global survey of newsroom leaders.

The rise of news creators creates a strategic dilemma for publishers: about 70% worry creators are stealing audience, and 39% fear talent loss to the creator economy.

Despite challenges, publishers’ credibility and accountability advantages remain; the path forward emphasizes investigative reporting, deeper context, and direct reader relationships rather than relying solely on platforms.