Key Takeaways from the Press Gazette Future of Media Technology Conference 2024

Last Thursday, publishers and technology providers gathered in London for the widely attended Press Gazette Future of Media Technology Conference. Through various panels and case studies, the conference explored innovative ways publishers can navigate and leverage emerging technologies. Below are the key insights that were shared.

AI in media: fight, flight, freeze, or accelerate?

It was no surprise that AI dominated much of the conversation at the conference. Nina Wright, chair of the Professional Publishers Association and of Harmsworth Media, explained that her organization is strategically choosing how to respond to AI advancements. In some areas, a “fight” approach is necessary, while in others, “flight” or “freeze” may be more appropriate. However, Wright emphasized that AI is still an assistive tool rather than a replacement for human journalists, at least in the short term.

Madhav Chinnappa, former head of Google News Partnerships, stressed the importance of collaboration among publishers to influence tech giants like Google, noting that collective action backed by compelling data is critical for negotiating effectively.

Meanwhile, Liza Lohn, head of the Financial Times’ “Accelerate AI” team, shared that their organization is developing tools to capitalize on and defend against AI-related changes. They are even experimenting with fully AI-generated stories through internal prototypes.

Emerging AI trends in media

Sam Gould, AI Lead at FT Strategies, outlined three significant trends transforming the media industry:

1. Multi-Modal AI: AI models are evolving beyond text to encompass audio and video generation. Tools like OpenAI’s Sora demonstrate the increasing potential for multimedia content creation.
2. Conversational Interfaces: Publishers are using AI-driven chatbots to interact directly with audiences. The Aftonbladet election bot, for instance, fielded 180,000 user questions and led to 11,000 new account registrations, showcasing the potential for AI to engage and convert readers.
3. Agentic Automation: AI is creating intelligent agents capable of handling complex tasks. ReplitAgent, a prime example, enables users to build functional software in minutes—dramatically altering how publishers might streamline technical processes.

Build or buy? The ongoing debate

We carefully select tools and then adapt them to our specific needs. This is a skill in itself, and we have become particularly good at this.

Edward Roussel

Head of Digital, The Times

In a panel on tech infrastructure, Edward Roussel, Head of Digital at The Times, offered a clear perspective, advising against building every tool in-house and advocating for selecting and customizing third-party solutions instead. However, despite sharing this opinion, Simon Regan-Edwards of Daily Mail, noted that some internal systems, like their registration platforms, were custom-built to meet specific needs.

Payal Sharma Sood from Haymarket Business Media added that critical tools should be developed in-house to avoid the risk of third-party platforms being discontinued abruptly.

Reducing churn with daily habits

Churn reduction was a major topic at the conference, with Edward Roussel from The Times sharing insights into their approach.

• Encouraging readers to install an app reduced churn by 50%.
• Subscribing to a newsletter decreased churn by 11%.
• Engaging users with puzzles or games further reduced churn by 22%.

Meanwhile, Fiona Spooner, Managing Director of Consumer Revenue at FT, emphasized their focus on retention over acquisition, explaining that a 1% reduction in churn is as impactful as a 15% increase in new subscribers.

Innovations to watch

The conference also highlighted several innovations:

• Human Native AI: A platform enabling creators to protect and monetize their content, ensuring their work retains value on tech platforms and in language models.
• Monetization of Cookie Consent Walls: The Independent, in collaboration with other publishers, is experimenting with selling subscriptions directly through cookie consent prompts, a bold move in subscription innovation.

The Telegraph app wins the App of the Year award

Congratulations to The Telegraph‘s product team and newsroom, who have been recognized with the App of the Year award at yesterday’s Future of Media Awards in London.

The Telegraph’s long-standing partnership with Twipe has resulted in an app that delivers live news, digital editions, and interactive content, all within a single platform—setting a new standard for how journalism is consumed.

Conclusion

The Press Gazette Future of Media Technology Conference gave publishers valuable insights into how emerging technologies—especially AI—reshape the media landscape. From navigating AI’s impact on journalism to addressing churn through reader habits, publishers are exploring technological and strategic shifts to thrive in an evolving industry.