Digiday+ Research: Publishers favor generative AI over predictive AI

""It's certainly powerful in the research and ideation phase, when you're trying to get thought starters, to collate a lot of information and to figure what direction you want to go in. That's been pretty universally adopted across all of our teams.""

Publishers are increasingly integrating generative AI into their workflows, finding it more suitable than predictive AI. A survey of 40 publisher professionals revealed that generative AI is predominantly used in sales, creative production, and marketing. Over half of respondents also utilize it for copy editing and editorial research. Generative AI's strength lies in its ability to assist during the research and ideation phases, helping teams gather information and determine project direction. However, less than half of the respondents reported using it for editorial content creation.

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