Building Trust: Brand Identity as Media’s Edge in the AI Age
Earl Wilkinson, CEO of the International News Media Association, says news organisations can survive the rise of AI by focusing on strong brand identity, public trust, and close audience relationships. He warns that using the same AI tools risks a “swamp of sameness” and urges outlets to stand out with original reporting, unique voices, and verified human authorship. He cites research showing human-written content fell from 95% in 2010 to 26% in 2026, with prospects of dropping further. Wilkinson predicts digital subscriptions and paywalls will gain importance in Nigeria and encourages media companies to invest in data systems to understand their audiences better. Despite AI’s benefits, he stresses that nothing can replace journalists gathering first-hand information and applying professional judgment.
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