The relationship of the professional with the artificial intelligence platforms (AI) and social networks was one of the central themes of the debate “The Future of Journalism Business”, which took place on Tuesday morning (30) at Insper.
The debate gathered publisher of the UOL Group’s board of directors, and CEO of the newspaper O Estado de S. Paulo, under the mediation of André Lahoz Mendonça de Barros, Marketing and Knowledge Director of Insper.
The event with Cold and Bretas was the last of a round of discussions about the financial sustainability of professional journalism into a scenario of transformation of traditional models.
The series of debates entitled was organized by Celso Pinto de Journalism, instituted in 2021 at Insper.
“Quality journalism continues to guide what people argue, including social networks,” said Frias, who soon approached the tension that involves reporting vehicles of prestige and AI platforms.
“Just as Google started scanning the whole internet, OpenAi is no different. There was a change in format, now AI brings a final text. Before, it was links to choose from. But the mechanism is the same, with the capture of quality journalism without copyright,” he says.
According to Frias, the compensation of AI platforms for “appropriation of third party content is an issue on the agenda today. Google itself has agreement with media companies in Brazil. This dispute will continue, including in courts.”
In August this year, the Sheet He filed a lawsuit against requesting that the owner of the chatgpt platform stops collecting and using, without authorization and payment, the content of the newspaper.
“It is a legitimate claim that this appropriation of journalism is paid. We will not die of boredom in the coming years, and I think we will have a commercial solution, with the compensation of companies,” said the publisher of Sheet.
“I would be more concerned if IA models were not, in fact, stealing the information from Estadão, SheetValue, if these models did not think that this journalism has relevance. I see this positive side, “he added.
Frias reiterated the relevance of journalism made by Sheetwhich values pluralism and apartism. “All this is easy to talk about, but hard to do,” he said. “A competitive differential is to make critical journalism and independent of the ideological paints of the shift ruler.”
He also mentioned that 70% to 80% of subscribers have a “core” profile, that is, they are very faithful to the newspaper, regardless of the president of the moment in question. Between 20% and 30% of subscribers represent a “bangs”, are those that maintain a more oscillating relationship with the Sheetmore susceptible to critical reports to political leaders of which they are admirers.
Many of the subscribers of this slice called by “bangs” canceled their signatures with Xandãogate, a reference of frias to the reports of Sheet published in 2024 and showing
For Bretas, a journalistic vehicle “loses the game by Wo” when not present on social networks like Instagram and Tiktok. “The discussion is not to be in these environments. It’s like being.”
The CEO of the newspaper O Estado de S. Paulo pondered, however, that these platforms have an effect of diluting the information brought to the journalism. He gave as an example the “case of jewelry”, an exclusive published by the newspaper in March 2023.
According to him, many news consumers remember the story, but not everyone knows what the source of information was due to this diluting effect.
About the AI relationship and journalistic companies, Bretas is emphatic. “Journalistic content is being stolen by AI platforms. What happens today is theft,” he says, noting that he has not sought agreement with Brazilian vehicles, unlike the US.
Tendencies
At the opening of the event, Insper Guilherme Fowler’s administration teacher presented a study of business models and the transformation of journalism into the digital age. Coordinated by him, the work was attended by journalists Mathias Felipe de Lima Santos and Stefanie Carlan da Silveira.
From the systematic review of 76 academic articles, the team identified six main trends that characterize the transformation of the sector, such as fragmentation of consumption, the growing use of data and artificial intelligence in the newsrooms, the proliferation of digital formats and the reconfiguration of relations between journalists and professionals.
Insper’s study concluded that “there is no unique successful model, but a variety of possible trajectories.” According to the researchers, “more resilient organizations are those that can align their editorial proposal with the financing structure, maintaining adaptation and willingness capacity for experimentation.”
After Fowler’s presentation, the first morning debate began at Insper, with the theme “Successful cases in Brazilian digital journalism”.
He gathered, co-founder of the newspaper and range magazine and CEO of Momentum-Journalism & Tech Task Forte,, co-founder and coceo of Jota website, and Pedro Burgos, a journalist specializing in technology and author of “connects to what matters: a manual for healthy digital life”. The mediation was in charge of Clara Velasco, Marketing Manager at Insper.
For Miraglia, it is essential to foster the “appetite for innovation” in journalistic companies. “Us [a indústria do jornalismo] We have delegated the task of innovating to the platforms, which left us far behind. “
According to her, journalistic companies should participate more actively in AI discussions in Brazil, going beyond licensing debates.
According to Burgos, the “money from the great platforms for journalism is rare and will end.”
“Maintaining an increasingly direct and permanent contact with readers” is increasingly relevant, according to Seligman. “You need to know your community very well.”
