By 2030, the way people consume news may no longer revolve around newspapers, anchors, or even digital-first publishers. Instead, it is expected to be shaped by individual creators, citizen journalists, and AI-generated bots. WPP’s Advertising in 2030 report, built on the perspectives of 62 global experts, suggests that this transformation could become one of the defining media shifts of the decade.
Creators Are Expected to Become the New Front Page
The report notes that 62.9% of experts believe news consumption will be dominated by creators and influencers by 2030. What used to be the evening bulletin is expected to be replaced by TikTok explainers, Instagram reels, and YouTube livestreams. Creators may become the “trusted messengers” for younger audiences, commanding attention with personality-driven reporting.
But this shift could come at a cost. Experts warn that the credibility gap between traditional journalism and influencer-led updates may widen.
As one respondent put it: “They are the new trusted messengers and sadly, the investment into traditional news that enables high-quality journalism is declining. Maybe not quite by 2030 but I fear it won’t be long afterwards,”
AI Is Expected to Enter the Newsroom, And Take Over the Night Shift
Alongside influencers, AI bots are expected to play a significant role in generating news by 2030. These tools could draft articles, compile reports, and even simulate live coverage. They would bring efficiency and scale, but also a fundamental problem: credibility.
Experts describe the trend as “scary” and even plead, “God help us,” when imagining a future where large portions of news feeds may be shaped by algorithms. The efficiency of AI-generated reporting may be undeniable, but its lack of accountability could remain a red flag.
Credibility Could Become the Crisis Point
As creators and bots rise, the line between opinion, entertainment, and fact is expected to blur further. Experts express concern that consumers may struggle to distinguish between rigorously reported journalism and influencer commentary. The report highlights a looming existential problem for news credibility, particularly in markets like the U.S., where misinformation has already proven destabilising.
Oxford Saïd Business School’s Professor Andrew Stephen summed up the unease: “The definition of ‘news’ is different for different consumers.” In a fragmented ecosystem, truth itself could become subjective.
Traditional Media Is Expected to Fight to Hold Ground
The report acknowledges that not all will be lost for established publishers. At the national level, well-funded outlets may still survive by diversifying into live events, conferences, and branded content. But at the local level, the dominance of creators and bots is expected to be all but inevitable.
As one media consultant pointed out, the challenge may not only be survival but also education: teaching audiences how to recognize credible sources in a digital jungle of spin, deception, and misinformation.
The Bottom Line: The News May Be Rewritten
By 2030, journalism may no longer be defined solely by the institutions that once owned it. It could be shared, reshaped, and, in many cases, generated by individuals and machines. WPP’s experts caution that while this democratisation of news may bring diversity, it also risks amplifying misinformation and undermining trust.
The future of news may not be about who breaks the story first, but about who, or what, audiences choose to believe.
