NEW YORK, NEW YORK - JULY 22: The News Corporation building stands in midtown Manhattan, which houses both the Wall Street Journal and Dow Jones & Co., on July 22, 2025, in New York City. Donald Trump has filed a lawsuit against Rupert Murdoch, his company News Corp, its CEO Robert Thomson, and two Wall Street Journal reporters over an article that claims Trump gave his then-friend Jeffrey Epstein a sexually suggestive letter for Epstein’s 50th birthday. (Photo by Spencer Platt/Getty Images)
News Corporation is taking significant steps to safeguard its intellectual property from potential threats posed by artificial intelligence (AI) tools. During an earnings call on February 6, 2023, CEO Robert Thomson addressed concerns regarding the impact of AI on legacy media outlets, particularly in the United States. Thomson emphasized the need for robust protections as AI technologies increasingly seek access to data and content produced by established media companies.
The media giant, which operates several prominent publications in Australia and worldwide, is combatting misconceptions about the nature of AI’s influence on its business. According to Thomson, AI fundamentally relies on existing content to generate new material, often resulting in generic outputs. He stated, “AI is retrospective and synthesizes generic content, sometimes imperfectly.” This distinction underlines the value of News Corp’s original and proprietary content, which the company asserts should only be used by AI firms if they compensate the organization.
Thomson’s strategy, which he referred to as a “woo or sue” approach, aims to create a protective barrier around its media assets. By establishing clear parameters for how AI companies can interact with its content, News Corp is attempting to maintain its competitive edge in an evolving digital landscape. The CEO’s comments reflect a broader concern within the media industry about the implications of AI on traditional news outlets and their revenue models.
In addition to protecting its intellectual property, News Corp is focusing on enhancing its content offerings to remain relevant in a world increasingly dominated by AI-generated material. The company’s commitment to developing contemporary and creative content is intended to attract audiences that prioritize originality and quality over generic information.
Thomson’s remarks resonate with ongoing discussions regarding the ethical use of digital content by AI systems. As the intersection of technology and media continues to evolve, companies like News Corp are navigating complex challenges in maintaining their intellectual property rights while adapting to new market realities.
The media landscape faces a paradigm shift, and News Corp’s proactive stance underscores the importance of safeguarding its interests amid rapid technological advancements. As AI tools become more sophisticated, the debate surrounding the ownership and use of creative content will likely intensify, prompting further scrutiny from regulators and stakeholders in the industry.
By reinforcing its defenses against AI-related threats, News Corp is positioning itself as a leader in the fight to protect intellectual property rights in an increasingly digital world. The company’s approach sets a precedent for how traditional media organizations can adapt to the challenges posed by emerging technologies while continuing to deliver unique and valuable content to their audiences.
