Unlocking AI Content Licensing: What Publishers Can Learn from Dow Jones and The Guardian

Insights from an INMA session on monetising content in the AI era.

As AI rapidly transforms the way we consume information, publishers are racing to define their role in this evolving ecosystem. In a recent INMA-led discussion, Jodie Hopperton hosted a session on AI content licensing with insights from two publishing heavyweights: Dow Jones and The Guardian.

The conversation highlighted both the opportunities and pitfalls in licensing content to AI companies like OpenAI and Prorata. While the promise of new revenue streams is enticing, both organisations underscored the need for transparency, strategic foresight, and clear compensation frameworks.

The Guardian’s Approach: Strategic Licensing and Revenue Growth

Robert Hahn of The Guardian revealed that AI now accounts for roughly 40% of the publisher’s content licensing revenue. Their approach is rooted in legal rigour, strategic partnerships, and a focus on rights management. Hahn emphasised the importance of understanding how content is being used in AI responses not just who’s using it, but how frequ…