Future scenario writing with the news industry: three lessons from the Digital Growth Summit

At the Digital Growth Summit, focused on the future of the news industry in the age of Generative AI, Professor Natali Helberger presented the 'FutureNewsCorp' scenario. In this imagined 2043, traditional media companies have been replaced by specialized media technology firms where AI and tech services dominate news production, and a new type of journalism team emerges, with roles like data scientists, UX designers, and futurists. Helberger encouraged participants to consider the potential directions of their own future through scenario writing.

In the following workshop, three key lessons emerged:

1. The FutureNewsCorp scenario is highly plausible
Participants found the future scenario surprisingly realistic, seeing similarities with current AI trends in the news industry. Many organizations are questioning whether to develop or buy core technologies. Additionally, participants highlighted that collaboration between media groups can strengthen innovation and bargaining power.

2. There’s no such thing as ‘the audience’
An insight from the workshop was that the concept of a single, unified ‘audience’ is outdated. Rapid advances in Generative AI enable new possibilities in personalized distribution strategies and content formats. A future-proof strategy demands more fragmented, targeted approaches that respond to the diverse needs of different audience segments.

3. Re-investing in brand identity is key
Participants noted that a strong brand identity and trustworthy reputation will be essential for building long-term relationships with the public. While technology can enhance efficiency, it is human values and credibility that drive trust. Developing a clear brand identity will be crucial for standing out in the future.

Helberger and Cools see scenario writing as a valuable exercise for the news industry, though integrating it consistently into strategic planning remains challenging. Are you curious about how to get started with future scenario writing in your organization? Professor Helberger and Dr. Cools have shared their presentation to support this process.

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