AI and Creators Rewrite News in 2026: Publishers Chase Distinctiveness

A Reuters Institute report argues that 2026 will be defined by AI disruption and a surge in creator-led news: trust and traffic in traditional outlets are pressured, while audiences favor personalities and human storytelling. Publishers will focus on distinctive, on-the-ground reporting, more video and audio, and direct audience relationships, aided by AI in newsgathering and distribution and by licensing deals with platforms. Traffic from search and social referrals is expected to fall, while revenue growth comes from subscriptions, events, and creator partnerships. The rise of the creator economy and vertical video will reshape consumption, prompting calls for new licensing models and industry coordination to preserve quality journalism.