Author: Sara Guaglione

This week’s Media Briefing looks at The Washington Post’s deal with OpenAI to use the news org’s content in its ChatGPT search product, and what it says about the future of licensing deals between AI companies and publishers.

• Deals between AI companies and publishers are subtly moving toward content for search.
• Trump’s first 100 days battling the press, news outlets’ shift to podcast videos and more.

The evolution of AI content licensing deals

The Washington Post has become the latest major publisher to strike a licensing deal with OpenAI, joining a growing cohort that now spans more than 20 news organizations. 

It’s part of a familiar pattern: every few months, OpenAI locks in another publisher to bolster its content pipeline. But the terms of these agreements seem to be quietly evolving — subtly shifting away from the explicit language around training data that defined earlier deals, and raising fresh questions about what these partnerships now mean.

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Between U.S. tariffs and a potential recession, marketers are feeling cautious at the moment. Sound bets for their media budgets are welcome.

Sports, however, offers a haven. Live sports has already become one of the last avenues available to marketers pursuing mass audiences. Now, that reliability provides additional reassurance that their media spend is actually going to move the needle.

At least, that’s likely how PwC sees it. The tax and consulting giant has picked a hell of a time to float a refreshed visual identity — its first in 15 years — during a moment when other marketers are parking or postponing big brand campaigns. For PwC, the rebrand and accompanying campaign was 18 months in the making.

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