The Future of News: AI, Search, Publishers, and the Power of the Press Release
We all know that the media landscape is experiencing a seismic shift, as artificial intelligence fundamentally transforms how news is created, distributed, and consumed. This panel will explore how generative AI is reshaping news consumption patterns, creating new opportunities and challenges for communicators and brands. As traditional metrics become obsolete and new forms of influence emerge through machine-curated newsfeeds and AI-generated content summaries, the humble press release has evolved from a simple announcement tool into a sophisticated content asset that powers search engines, feeds large language models, and drives long-term digital visibility.
Panelists will examine AI’s transformation of news consumption and the growing importance of primary sources in machine-curated environments, strategic distribution – or syndication – beyond traditional channels through semantic tagging and emerging aggregators, press releases as essential tools for both SEO and generative engine optimization (GEO), and new frameworks for measuring communications success beyond human readership.