5 September 2025 — NewsBrands Ireland has welcomed the opportunity to respond to Coimisiún na Meán’s public consultation on the proposed Digital Transformation Scheme.

As the voice of national news publishers, NewsBrands Ireland is committed to supporting a free and independent press, the sustainability of public service journalism, and a fair, competitive media ecosystem. Its members adhere to the Press Council’s Code of Practice and uphold the highest standards of journalistic integrity while investing heavily in quality, fact-checked, multi-platform journalism.

Concerns on Funding

In its submission, NewsBrands Ireland stresses that the current €3 million allocation for the scheme is “extremely low” given the scale of investment required to modernise technology, transform business models, and respond to the disruptive impact of artificial intelligence (AI).

AI is rapidly reshaping how audiences access and consume news, raising major concerns around accuracy, trust, and advertising revenues. Without sufficient resources to invest in tools, training, and safeguards, Irish publishers risk being left behind by global technology platforms embedding AI deeply into their ecosystems.

Big Tech and AI Integration

The response warns that major technology companies are rapidly embedding AI across their services and devices, effectively making it an invisible but powerful part of daily life. All major technology companies are now moving beyond AI as a feature; they are making it an operating layer across their entire ecosystems. This quiet integration into the digital fabric means that AI will increasingly act not as a standalone product, but as a force – shaping decisions, nudging behaviours, and mediating information in the background of daily life. This shift poses serious challenges for independent media including:

• Content scraping and loss of control over copyrighted journalism.

• Secretive deals between AI companies and select publishers.

• High costs of AI tools, licences, and training.

• Disruption of core business models, with advertising and subscription revenues undermined by AI-driven search and content delivery.

Policy Recommendations

NewsBrands Ireland is calling on policymakers to:

• Provide greater support for public-interest journalism in an AI-first world.

• Invest in AI literacy and critical thinking for citizens.

• Establish robust regulatory frameworks to ensure fair compensation for creative industries, algorithmic transparency, and accountability in platform power.

The Revenue Imbalance

The submission highlights the stark imbalance in Ireland’s digital advertising market. The dominance of global tech platforms in the digital advertising market threatens not only the viability of trusted journalism but also media plurality and the wider democratic role of a free and independent press.

A Call for Fairer Support

AI presents both challenges and opportunities for news publishers. Irish journalism needs funding that enables publishers to adopt AI responsibly, improve efficiency, build stronger audience relationships, and secure the future of trusted reporting in the digital era.

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