BDG isn’t using artificial intelligence to generate content. But the rise of the technology in the media ecosystem is reshaping BDG’s editorial strategy, Charlotte Owen, editor in chief of Bustle and Elite Daily at Bustle Digital Group, explained onstage on Monday at the Digiday Publishing Summit in Key Biscayne, Fla.
“AI has given all publishers a gift because it’s really given us a north star of where we shouldn’t be,” Owen said. “We have to un-romanticize the way we talk about AI.”
The lifestyle publisher is doubling down on pushing out fewer stories that are focused on original reporting and personal essays to differentiate its articles from SEO-driven content that could be replicated by generative AI technology, Owen said. “I don’t think there’s a place for a robot in a conversation between two moms,” she said, as an example. And if one of her writers is writing a story that could’ve been written by generative AI, “they’re writing the wrong story,” she said.