The Community Exchange Podcast by OpenWeb Evolving a 108-Year-Old Brand with Nina Gould
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Sep 23, 2025 Nina Gould, Chief Innovation Officer at Forbes, boasts a rich history of evolving from designer to product leader. She dives into how legacy publishers are adapting to digital, highlighting the crucial role of product in merging editorial, business, and tech. Nina emphasizes the necessity of innovation that addresses real audience needs, particularly in the context of AI and personalization. She also critiques traditional advertising models and suggests a shift toward engagement-focused strategies, reshaping how content success is measured in today’s landscape.
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Audience Expectations Are Becoming AI‑First
- Audience expectations are shifting toward AI-driven, answer-style experiences (Google-zero).
- Mass adoption is accelerating because big players are integrating GenAI into search and discovery.
Use AI To Align Company Priorities
- Align editorial, sales, and product around AI because it unifies previously competing priorities.
- Use that alignment to prioritize experiments that serve audience and business goals together.
GenAI Is Reshaping Referral Traffic
- Publishers are already seeing measurable traffic declines as GenAI referral patterns emerge.
- Data gaps make it hard to fully isolate GenAI impacts, complicating strategy decisions.