RismadarVoice Reporters, June 11, 2026
The Chief Executive Officer of the International News Media Association (INMA), Earl Wilkinson, has said that the future survival of news organisations will depend largely on their ability to build strong brand identity, earn audience trust, and develop direct relationships with readers amid the rapid rise of artificial intelligence-generated content.
Wilkinson noted that in an increasingly AI-driven media landscape, news organisations must move beyond competing for traffic and focus instead on strengthening credibility, consistency, and emotional connection with their audiences.
He made the remarks during a courtesy visit to PUNCH Place along the Lagos–Ibadan Expressway on Wednesday, where he delivered a presentation on the impact of artificial intelligence on journalism, news consumption, and media business models.
He was accompanied by the Africa Division Manager of INMA, Doreen Mbaya.
According to him, media organisations that clearly define their identity and maintain editorial trust will be best positioned to thrive in the evolving information ecosystem.
“It’s now about relationships. To build relationships, you must be a brand people remember. You must have consistency and emotional connection. Do people trust you? The decade ahead belongs to those who are unmistakably themselves,” Wilkinson said.
He stressed the importance of audience engagement strategies, including digital subscriptions and paywalls, noting that publishers may need to rely more on direct reader support as traditional advertising models continue to weaken.
However, he acknowledged that many audiences in markets like Nigeria may still be reluctant to pay for news content.
Wilkinson urged media organisations to invest in data systems that provide deeper insights into audience behaviour, preferences, and consumption patterns, saying this would be critical for long-term sustainability.
He warned that without a clear understanding of their audiences, news organisations risk losing relevance in an increasingly competitive digital environment.
“If you don’t know your people, if you don’t understand your readers, you will struggle,” he said.
The INMA CEO also cautioned that the widespread adoption of similar artificial intelligence tools across newsrooms could lead to what he described as a “swamp of sameness,” where media content becomes increasingly indistinguishable.
He said differentiation would be essential for survival, urging publishers to invest in original reporting, strong editorial voices, and distinctive brand positioning.
“AI is rising, and we are sinking into a swamp of sameness. We must differentiate, differentiate, differentiate,” he said.
Wilkinson observed that artificial intelligence is already transforming the media landscape, eroding traditional advantages such as exclusive control over distribution, advertising, and audience attention.
He noted that the boundaries between newspapers, television, radio, and digital platforms are increasingly blurring, with all outlets now competing in what he described as a “liquid content” environment involving text, audio, and video.
Despite the disruptions, he emphasised that AI cannot replace core journalistic functions such as on-the-ground reporting, sourcing information, and exercising editorial judgment.
“Someone went somewhere and saw something. AI cannot replicate that,” he said.
Wilkinson further projected that by 2036, only a tiny fraction of online content would be written by humans, compared to the majority being machine-generated today and in the coming years.
He explained that while human-written content accounted for a significant portion of online material in 2010, the proportion has steadily declined due to the rise of automation and AI tools.
According to him, verified human journalism will become increasingly valuable as audiences begin to prioritise authenticity and traceable sources.
“What we know is that verified human journalism will become a premium product,” he said.
He added that originality, firsthand reporting, and trusted editorial judgment would become scarce and highly valuable assets in the digital future.
Wilkinson also argued that artificial intelligence should not be viewed solely as a threat, noting that it can significantly improve newsroom productivity and efficiency when properly applied.
He concluded that while technology will continue to reshape journalism, the most enduring advantage for media organisations will remain their identity, credibility, and the trust they build with audiences.
“I believe brand identity is the last real advantage in the AI era. No platform or technology can replace it if it is properly built,” he said.
