170 publishers have confirmed it: Artificial intelligence (AI) is becoming an increasingly integral part of editorial processes. Texts are researched using AI, images are edited and translations are automated. However, as the pace of technological development increases, so do concerns about trust, transparency and acceptance. This is precisely where the "Trusted AI" concept comes in - and characterises the key findings of the current "Publishing Trends 2025" study.
Automation and AI are currently the most important trends for 80 per cent of publishers. Added to this are geopolitical tensions, cyberattacks and demographic change. Process optimisation, the ability to innovate, multi-channel approaches and new technologies are also at the top of many publishers' strategic agendas.
AI as an operational efficiency driver
More than 60 per cent of the publishers surveyed have already developed an AI strategy or are in the process of implementing one. AI is most frequently used in text and image processing as well as in topic research. New applications such as text-to-speech or AI-supported brainstorming are also gaining in importance. Strategic potentials such as the development of new business models or the monetisation of archives are recognised, but are often still in the planning phase.
Trusted AI: transparency creates acceptance
Despite all the new possibilities, one central challenge remains: How can credibility and trust be ensured? Publishers are increasingly relying on clear guidelines, labelling and human control to ensure transparency towards readers. However, our study also shows that many publishers still have some catching up to do - both in terms of technical security and open communication about the use of AI.
Katja Modder
Partner, Head of Technology, Media & Telecommunications (TMT)
KPMG AG Wirtschaftsprüfungsgesellschaft
Conclusion and recommendations for action
Publishers will face a double imperative in 2025: they must utilise the efficiency gains offered by AI and at the same time maintain the trust of their target groups. Trusted AI will therefore become a decisive success factor.
The "Publishing Trends 2025" study provides concrete pointers for decision-makers who want to strategically manage the use of AI and tap into opportunities for new business models.