More than half of newsroom leaders surveyed for a new global study said staff skepticism is the single biggest thing holding back AI integration, as reported in Press Gazette.

The Future Newsrooms Study 2026, from FT Strategies and WAN-IFRA, collected responses from 448 people across 86 countries, most of them editors-in-chief or executive leaders. It found 52% named “cultural resistance or skepticism” as the biggest barrier to wider AI adoption, and 61% blamed a lack of internal technical skills or expertise.

Another 45% pointed to missing strategic direction. Putting the numbers together reveals a pattern: newsrooms aren’t sure what they’re using AI for, staff don’t trust it and nobody’s teaching them how to use it well.

Six in ten newsrooms offer no formal AI training at all. Where training does exist, the report calls it “generic” and “not specific to journalistic needs.”

The study’s central recommendation is structural. Newsrooms that embed an AI authority inside the editorial team, rather than setting strategy from outside, see higher adoption and more confidence among staff. Yet 57% of respondents had no AI expert in the newsroom at all. As the report puts it, having someone “directly within the newsroom to advocate for AI in the editorial context matters to adoption rates.”

Confidence overall is thin. Just 14% of leaders were very or extremely confident their current tech stack was fit for purpose. One in five had no confidence in it whatsoever.

Lisa MacLeod, director of FT Strategies, framed the findings as a warning. Any newsroom “operating on the old playbook of optimising purely for reach and reactive, breaking news, is actively managing its own decline,” she said.

The report also flags a risk in how newsrooms measure success. A majority (43%) expect AI to cut newsroom headcount over the next three years, while newsrooms default to time savings as the main proof AI is working. That, the authors warn, orients newsrooms toward “doing the same work, just faster and with fewer people” instead of enabling journalism that wasn’t possible before.

For publishers, the takeaway is that the AI problem is a management problem. Buying tools solves nothing if editorial staff aren’t brought into the decisions, trained on journalism-specific tasks, and given someone credible inside the room to answer their questions. The tension between how newsrooms talk about AI and how they actually use it shows how fragile trust remains when tools arrive faster than the culture can absorb them.

AI use in newsrooms remains relatively limited. Most organizations use it for transcription and translation (78%), while only 10% have adopted autonomous AI agents, the highest level of agentic AI use, in any newsroom function. Text remains the main focus, with 97% of those surveyed using AI for written content.

Four years after ChatGPT launched, most newsrooms are still using AI as an assistant, not an agent.

“The data in this report—which will be the first of an annual research effort—provides a stark wake-up call,” MacLeod said. “The truth is that our newsrooms are not well prepared for a disrupted future.”

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This episode is sponsored by: Adobe Acrobat

What happens when technology companies stop advertising in media and start owning it?

In this episode of The Media Copilot podcast, host Pete Pachal speaks with Jonathan Hunt, VP of Media & Content at HubSpot and Head of The Hustle, about the growing convergence of technology, media, and audience ownership.

As AI transforms how people discover information, search for answers, and build trust online, companies are rethinking their relationship with media. HubSpot has quietly assembled one of the most ambitious media portfolios in business, spanning newsletters, podcasts, YouTube channels, creator partnerships, and acquisitions including The Hustle, Mindstream, Starter Story, and Futurepedia.

Their conversation explores why audience ownership has become increasingly valuable in an AI-driven world, how brands are adapting to changing discovery patterns, and why trusted human voices may be more important than ever as generative AI floods the internet with content.

Listen or watch:

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Jonathan shares how HubSpot transformed from a software company into a media powerhouse, building a portfolio of trusted brands through acquisitions, creator partnerships, newsletters, podcasts, and AI-driven content strategies. He discusses the challenges of maintaining editorial independence while scaling audience growth in an increasingly competitive information ecosystem.

The discussion also dives into Answer Engine Optimization (AEO), AI’s impact on publishing, and the changing economics of audience development. As AI reshapes how people discover and consume information, Pete and Jonathan explore a critical question for the future of media: will audiences place their trust in publishers, creators, platforms, or the technology companies now operating at the intersection of all three?

Sponsor:

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With new PDF Spaces capabilities, users can combine files, links and notes into interactive, shareable spaces for research, collaboration and content creation. VICE News, Kid Cudi and celebrity event planner Mindy Weiss are already using these tools to build trust and deeper engagement with their audiences.

Link: Do that with Acrobat: AI-Powered PDF workspaces | Adobe Acrobat

Why this matters

The rise of AI is changing how audiences find information. Traditional search is giving way to AI-powered discovery, and companies are increasingly looking beyond advertising to build direct relationships with audiences.

As content becomes easier to produce, trust becomes more valuable. Organizations that own audiences, cultivate expertise, and build authentic relationships may be better positioned to compete in an environment where AI-generated content is abundant but human credibility remains scarce.

The discussion highlights a broader shift taking place across media and marketing: the growing realization that audience ownership may be just as important as product ownership.

What we cover

• Why AI may increase the value of human-created content rather than diminish it

• How HubSpot built a media network through acquisitions, launches, and creator partnerships

• The strategic thinking behind acquiring brands like The Hustle, Mindstream, and Starter Story

• Why audience ownership matters more than ever in a fragmented media environment

• How AI-powered discovery is changing traffic, engagement, and customer acquisition

• What Answer Engine Optimization (AEO) means for publishers and marketers

• Why visitors arriving from ChatGPT and other AI tools often convert at higher rates

• The growing influence of YouTube, LinkedIn, Reddit, and creator-driven media on AI search results

• OpenAI’s acquisition of TBPN and what it could signal about the future of technology-owned media

• How HubSpot balances editorial independence with corporate ownership

• The role of AI in content creation, production workflows, and operational efficiency

• Whether concerns about a “SaaS apocalypse” are reality or industry hype

• Why authentic creator partnerships outperform traditional influencer marketing

About the 👤 Guest  

LinkedIn

HubSpot Author Profile

About the show: To explore more conversations like this and see what’s new, visit the Media Copilot website at mediacopilot.ai. You’ll find new episodes, expanded resources, and tools designed for journalists, communicators, and media leaders navigating the fast-changing world of AI. It’s the home base for everything Media Copilot and it’s just getting started.

Enjoyed this episode?

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Produced by Pete Pachal and Executive Producer Michele Musso
Edited by the Musso Media Team 

Music: “Favorite” by Alexander Nakarada, licensed under CC BY 4.0

All rights reserved. © AnyWho Media 2026

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