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AI Content: Beyond 'Slop' – A Revenue Rethink for NZ Media
An Mumbrella Publish session challenges marketers to reconsider the blanket dismissal of AI-generated content. The discussion suggests that a nuanced approach to AI in media could unlock new revenue streams rather than solely diminishing quality.
What Happened
- •A Mumbrella Publish session, held on 28 October 2025, explored new revenue models for the evolving media landscape.
- •Shaun Davies from the AI Training Company presented a 'provocation' regarding AI-generated content.
- •Davies argued against the simplistic categorisation of all AI content as 'slop'.
- •The presentation implied that dismissing AI content outright could lead to missed opportunities.
- •The core message was to rethink how AI integrates into media revenue strategies.
Why It Matters for NZ Marketers
- •NZ media outlets, facing declining traditional revenue, must explore diverse content creation and monetisation strategies, including AI.
- •Marketers in New Zealand need to understand the potential of AI tools to scale content production efficiently.
- •The local industry must move beyond initial scepticism to evaluate AI's role in audience engagement and content relevance.
- •NZ publishers could gain a competitive edge by strategically integrating AI into their content pipelines for cost-effectiveness.
- •This perspective encourages NZ brands to assess AI-assisted content for campaigns, not just human-created material.
Strategic Implications
- •Develop clear guidelines for ethical and effective AI content integration, distinguishing between 'slop' and valuable AI-assisted output.
- •Invest in training marketing and content teams on AI tools to leverage their capabilities responsibly.
- •Explore hybrid content models where AI assists human creators, enhancing efficiency and scale without compromising quality.
- •Evaluate AI's potential for hyper-personalisation in content delivery, improving audience relevance and engagement.
- •Rethink content budget allocation to include AI tools and talent, optimising spend for reach and impact.
Future Trend Signals
- •Increased sophistication in AI content generation, moving beyond basic automation to more nuanced, context-aware outputs.
- •A shift from 'AI vs. human' to 'AI + human' collaboration in content creation and media strategy.
- •New measurement metrics will emerge to assess the effectiveness and audience perception of AI-generated content.
- •The rise of specialised AI tools tailored for specific content formats and industry niches.
Sources
Editorial note: This analysis is original, AI-assisted editorial content. All source material is attributed with links. No full articles are reproduced. Short excerpts are used under fair dealing principles.
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