2025-09-08. AI is no longer just an experiment for publishers – it is becoming part of everyday operations. WAN-IFRA’s 6th AI report shows where the technology is delivering measurable value, and where its impact remains harder to define.
Artificial intelligence continues to shape how publishers work, rapidly moving from pilot projects to practical applications in news publishing.
WAN-IFRA’s latest report, Where publishers are seeing AI’s real value – so far, takes stock of that shift.
Based on a Q2 2025 survey of more than 100 media leaders and 10 detailed case studies, the report explores how publishers are applying AI to workflows, products and audience engagement – and where its value is proving hardest to measure.
Our findings show that AI’s impact is strongest behind the scenes. While only 9 percent of publishers can point to direct revenue gains, 75 percent report efficiency improvements, 64 percent better content production, 55 percent faster publishing times, and 44 percent improved resource allocation.
In other words, AI is already changing how news is produced and delivered, even if the financial payoffs are still emerging.
“Revenue generation gets all the attention, but it’s often the wrong metric for AI in media. Cost reduction, quality improvements, speed gains, and better resource allocation deliver value faster and more measurably,” noted Ezra Eeman, Director of Strategy & Innovation at NPO, and Strategic Advisor for WAN-IFRA’s AI Initiatives.
Jean-Philippe Behr
