French Publisher ouest-france Leads Charge for In-House AI, Citing Control & Revenue Potential
RENNES, FRANCE – Facing the growing influence of AI platforms like ChatGPT, French publisher Ouest-France is actively developing its own artificial intelligence tools, a strategy aimed at both enhancing user experience and safeguarding the crucial relationship with its audience. The publisher’s approach, detailed by Head of Innovation, Nicolas Dieudonné, centers on keeping AI growth in-house to maintain control over content presentation and explore future monetization opportunities.
Ouest-France has already deployed several AI-powered tools, mirroring trends seen across the publishing industry. These include automated tagging systems and AI-generated article summaries, streamlining content association and delivery. Notably, the company also created a chatbot specifically for the 24 Heures du Mans sports car race – a first for a French media organization.
“It was the first time a media [company] did that in france,” Dieudonné stated,emphasizing the significance of the project being built entirely with the company’s own resources. This internal development proved invaluable, providing insights into AI’s impact on search engine optimization (SEO) and, crucially, allowing Ouest-France to dictate the user experience.
Dieudonné argues that controlling the chatbot’s interface leads to higher engagement. “You get to decide how your content is displayed [in the chatbot] and that generates a click-through rate that is in our experience superior to the one that you get through ChatGPT,” he explained. While the 24 Heures du Mans chatbot wasn’t directly monetized, Dieudonné highlighted the potential for future revenue streams through premium subscriptions or sponsorships tied to similar tools.
Beyond immediate gains, Ouest-France views internal AI development as a crucial learning process. ”There’s still business value in it,as you’re learning how this technology functions. You’re better off in how you approach the conversation with AI platforms. So in that regard, I think there is value per se.”
this proactive stance comes as the publishing industry grapples with the threat of “disintermediation” – the potential for AI platforms to bypass publishers and directly connect with audiences. To counter this, Dieudonné outlined six key strategies:
* Reinvest in core journalism: Focusing on high-value reporting that AI platforms cannot replicate.
* Optimise for machines and humans: Creating content that performs well in search algorithms and is engaging for readers.
* Adapt to emerging use cases: Embracing new formats like chatbots and voice assistants with editorial safeguards.
* double down on local and community: Leveraging strength in hyperlocal news,an area where AI platforms are less effective.
* Educate and influence: Raising awareness among audiences and regulators about the risks of disintermediation.
* Collaborate for strength: Partnering with other industry players to build resilience.
ouest-France’s strategy represents a growing trend among publishers seeking to harness the power of AI while retaining control over their content, audience relationships, and future revenue models. The publisher’s commitment to in-house development positions it as a leader in navigating the evolving landscape of AI-driven news consumption.
