Between influencers and Artificial Intelligence, what place for publishers?

If the “influence” should even grow in the years that follow, according to Mauricio Cabrera of Nieman Labinformational and topical content, characterized by its ” neutrality“, is in danger. Recognized creators have communities, publishers have audiences. On the one hand, the personality counts as much, if not more, than the content, on the other hand, almost everything depends on the quality of the offer, except when it comes to identified feathers.

In addition, Internet users only spend a few minutes reading the news, but invest a lot of time to watch and discuss with the creators on Twitch, TikTok Live or YouTube.

The most efficient AI to create information?

For Nieman Lab’s Mauricio Cabrera, relying on regular news will remain a key activity for most traditional media, but “the vast majority will fail to survive if they prioritize algorithms over build a deeper relationship with its readers “.

The latter is formal:Artificial intelligence will soon be more effective than humans at write news.Certainly not to manufacture them, because an artificial intelligence, until proven otherwise, cannot retrieve information in the field, but can process data to make articles.

Faced with this state of affairs, Mauricio Cabrera evokes the importance of there “co-creation». If this is already happening in some new media in the United States, in France the race for personal figures remains the almost general priority. Nevertheless, many large publishers have become aware of the demands of the 2020s, either to offer content closer to the public, and more identified ; through streaming platforms such as Twitch, YouTube or TikTok Live.

Among the latest innovative media is Puck which does not publish regular news, but shares in-depth analysis that people can read, listen to, beforediscuss it with journalists via Zoom calls and exclusive conferences. The Generalist, for its part, will for example install a paywall on its site in 2023, not on exclusive content but on access to its network.

On the side of booksellers and publishers, social networks are also increasingly taken into account. Through the hashtag #BookTok, TikTok hosts thousands of videos around reading and books, every day. According to TikTok statistics, as of September 30, 2022, 13 million videos have been associated with this category, amassing 80 billion views.

France is of course not spared by the phenomenon: between January and September 2022, 376,000 videos carrying the keyword #BookTok were published by French users, i.e. 1.6 billion views. According to figures from Médiamétrie dating from the end of 2021, 15 million unique visitors use TikTok each month, almost only on mobile (91%).

Artificial intelligence is also invited in the creation of works. On November 18, NBE editions took the plunge. The house launched in 2012 by David d’Equainville edited the first “meta-book”, available in bookstores since November 18, well not completely… In parallel with the paper version, a collection of NFTs has been shaped by Artificial Intelligence (AI) from the startup Selas AI. Each reveals a snippet of the work, or when the world of traditional publishing meets Web 3.0.

Practices that raise many questions, such as copyright. To write topical news, will artificial intelligence simply have to get down to citing its sources?

Photo credits: Possessed Photography/Unsplash

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Between influencers and Artificial Intelligence, what place for publishers?


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