AI's 'honeymoon phase' over, publishers shift focus to sustainable growth

Around 200 publishing managers, product leaders, journalists, and digital experts gathered in Berlin for the #beBETA 2026 conference over two days to discuss how journalism, technology, and business models can shape the future together.

The central message was clear: the "honeymoon phase" with Artificial Intelligence (AI) has ended. The focus has now shifted to transforming ideas into sustainable growth and enhancing user engagement. The industry has seen significant progress, with 96 percent of publishers already utilizing AI in their editorial processes. Many anticipate that AI-driven personalization will improve user retention, and nearly 70 percent expect to achieve digital break-even within the next five years.

The conference highlighted successful digital transformation journeys, such as that of Lensing Media, which has concentrated on digital revenues, targeting over 111,000 digital subscriptions by 2028. Their experience underscores the continued importance of strong journalism as a trusted source of information amidst disinformation, despite evolving digital challenges.

Insights were also shared on the strategic value of newsletters. Organizations like RND have leveraged their extensive local newsletters to boost subscriber loyalty and growth, demonstrating how consistent, targeted communication can build user habits and solidify brand presence. This approach is seen as key to subscription strategy success.

The event covered a broad spectrum of topics, including platform regulation, video content, and AI applications, reinforcing the idea that a combination of technological innovation and journalistic quality is fundamental for successful media offerings in today's dynamic digital landscape.