Category: In the News

The promise of AI efficiency versus the messy, financial-based reality is creating ongoing tension as the industry continues to debate whether AI expedites work, scales creative and curbs costs.

“Whether or not it does or doesn’t is still completely all over the place,” said Vic Drabicky, founder and CEO at January Digital, an independent media agency and consultancy, based in New York.

Brands like Coca-Cola have used AI to create constantly updated, hyper-personalized digital personas to scale creative from talent partnerships. Brands and their agency partners have started using agents to plan, execute, and optimize ad purchases.

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Reuters and Time are taking a new approach to bot blocking. Both publishers have recently started blocking all AI bots by default, and created whitelists of approved bots to access content on their sites.

It’s a strategy already adopted by publishers like People Inc. at the beginning of this year and The Atlantic at the end of last year. Reuters and Time made the decision to block bots by default last month.

“We saw that there was an imbalance between the value that publishers like Reuters provide and the value… that Reuters receives in kind, and so instead we went from a default allow-all to a default disallow all,” said Josh London, head of Reuters Professional, who oversees the direct-to-consumer and direct-to-professional businesses. “Our content costs money to create. It has significant value, and the access to it, we feel, must be earned.”

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