Commissioned by the PPA, the report, entitled Humans and Machines: The Everywhere Equation, uses data insights and real-world case studies to explore how shifting technology trends and consumer behaviour are impacting media businesses, and how publishers can build sustainable revenue streams based around human connections, while optimising for the AI age.

Key findings include:

• AI is making trusted editorial brands more important in a world of infinite content
• Human connection is one of publishers’ most valuable assets
• Prioritisation is key. Publishers do not need to be everywhere to succeed
• Search is no longer a reliable growth engine for publishers
• Community is publishing’s strongest defence against platform disruption
• Events and memberships are growing in importance
• Apps and product experience matter more than ever

As AI, platform evolution, search, and the creator economy are fundamentally reshaping how content is discovered, distributed and consumed, the report warns that publishers shouldn’t try to be everything to all consumers, but should focus on the core drivers of audience behaviour: trust, usefulness, habit and community.

The research shows that audience trust remains closely tied to human-led content, with 78% of UK adults preferring human-driven online content and news. Community, membership models and participatory experiences are moving from supplementary strategies to core business models. Journalists, creators and talent remain central to building loyal followings, an area where publishers can experiment. For example, the report features lifestyle publisher Sheerluxe as a case study for its highly successful employee-generated content, making its staff the recognisable stars of its social channels.

The report also explores how users are increasingly interacting with AI tools and platforms rather than publisher brands and search engines. As a result, publishers must optimise for these platforms, AI models, recommendation systems, and emerging agentic interfaces, each rewarding different content, engagement, formats, and narratives.

This means publishers need to embrace uncertainty and experiment. AI has made this more accessible, with some publishers now using what the report calls ‘punk experimentation’ – rapid and continuous testing for content optimisation. This approach allows even small publishers to innovate quickly without the burden of high costs or expensive bespoke systems. For example, Australian publisher Man of Many built its own AI operating system covering SEO, metadata and reporting in months. Smaller teams, with lower overheads, can experiment more freely and move faster than larger organisations with bigger systems. 

Sajeeda Merali, CEO of the PPA, said:

“This report is a timely reminder that while technology continues to reshape how audiences discover and consume content, some fundamentals remain constant. People seek belonging, trusted voices, and meaningful connection. These are qualities AI cannot replicate, and where trusted editorial brands have a clear and enduring advantage.

Organisations best positioned to succeed are those investing in human creativity, protecting valuable intellectual property, and serving clearly defined communities with depth and authority. Trusted editorial brands have a unique ability to create valuable and memorable experiences for audiences, and meaningful outcomes for commercial partners. That is why our sector remains so important, and why its future remains full of opportunity.”

Claire Enders, CEO, Enders Analysis added:

“Enders Analysis has long argued that trusted media is a fundamental good, built on original work, editorial judgement, and relationships with audiences measured in decades rather than quarters. We are delighted to have partnered again with the Professional Publishers Association on this research.

The ground is shifting, and our report is clear-eyed about the pressures. But it also shows the response taking shape. The publishers navigating this period well are investing in direct relationships, distinctive voice, and the formats and communities that machines cannot replicate. The direction of travel is not settled, but nor is it one-way.

What is plain is that these publishers are doing what the best publishers have always done: knowing their audiences precisely, investing in human expertise, and refusing to compete on terms the economics do not support. Trust, in a contested information environment, is not a soft asset. It is the asset.”

PPA delegates will be able to access the report after the event (keep an eye on your inbox) and PPA members will be given access from 13 May.