future!publish 2025

future!publish 2025: AI integration in the publishing industry between energy, curiosity and cautious exploration.

Across more than 25 keynotes, panel discussions and workshops, knowledge was shared, new perspectives opened and topics intensively debated: what role do publishers play in the era of AI, self-publishing and content abundance? How are market structures and visibility changing?

The mood was open and inspired, but often still amazed – more "wow, look what AI can do!" than "we've fully integrated it."

It was exactly this exchange with the industry's most innovative minds that made the conference so valuable.

👏🏻 A huge thank you to Mathias Voigt and the fantastic Literaturtest team – especially to Lena-Marie Euba!

From the many sessions, we've picked a few to share insights and impulses that particularly moved us.

Our takeaway: the third major phase of the book market's digital transformation calls for an intelligent combination of technology, human expertise and curated content. Those who master this triad won't just manage the change – they'll actively use it for innovation and growth.

Keynotes: Peter Kraus vom Cleff & Helen Daughtrey

AI, quality and the future of the book

Artificial intelligence has triggered fundamental change. Now it matters to understand developments rather than judge them too quickly, to use the book industry's strengths deliberately, and to actively stand up for education.

Especially in an era of exponentially growing content, quality assurance and curated selection are essential – and so is the role of publishers and booksellers as gatekeepers and reliable sources of orientation.

The power of real reading communities

With passion and clarity, Helen Daughtrey delivered a plea for the value of community. Her community @maedelsdielesen offers nearly 10,000 readers a space for exchange – a community where, through listening, dialogue and interaction at eye level, real connections emerge.

Her experience: while followers often serve only a parasocial function, communities create lasting bonds. They provide emotional and financial support, foster credible recommendations, and generate organic reach and social proof.

Panel: AI and innovation impulses from the media industry

Uncertainty dominates

The future role of publishers and producers in the AI era is being intensively debated – many players don't yet have a clear strategy and meet the development with reservation, some with fear.

Narratives shape acceptance of AI

Whether AI is perceived as a threat or an opportunity depends largely on the narrative being told. Successful approaches show that AI doesn't replace the creative process, but takes over repetitive tasks ("monkey work") and enables content that wouldn't have existed without it.

"Pain-point workshops"

A structured, problem-oriented approach can help develop meaningful AI strategies. Carlsen, for example, uses targeted "pain-point workshops" to apply AI solutions exactly where they create real value. This could be a key for other publishers and media houses to successfully integrate AI.

Results of the AI survey / Highberg & IG Digital

AI is changing the book industry rapidly

The publishing industry faces a profound shift – on this everyone agrees. There's optimism about the opportunities AI-based technologies open up, but uncertainty and a lack of knowledge are slowing progress.

The biggest challenge remains building internal AI competence and acceptance within teams. At the same time, early tests show promising results: personalised content, automated text generation, chatbots and AI-supported audiobooks are gaining relevance.

In marketing and sales, too, new possibilities open up: dynamic marketing budgets, data-driven topic suggestions and targeted personalisation offer innovative ways to reach readers more precisely.

Successfully shaping the AI transition

The study makes it clear that a clear strategy and targeted skill development are decisive for actively shaping the AI transition. Publishers face the challenge not only of integrating new technologies but also of preparing their teams for the changed requirements.

Strategic, creative and moderating tasks are gaining importance in particular – from content curation to digital strategy to AI-focused licensing management. But while early progress is visible in these areas, AI use in marketing and sales remains surprisingly hesitant – even though there's enormous potential here to steer reach more precisely and secure competitive advantage.

Panel: Are publishers arrogant? Are they losing their dominance because of it?

Smart book marketing: publishers & self-publishing

Tobi and Alex see in their work that many authors, book bloggers and service providers are dissatisfied with publishers – whether due to delayed communication, lack of appreciation or insufficient support. At the same time, they see that independent publishers who would like to work differently often lack budget and capacity.

Particularly interesting is Tobi's thesis that self-publishing is becoming ever more attractive because the technical possibilities keep improving and authors have new publication paths. He sees two possible strategies: either an algorithmic, maximally broad exploitation of content – or a selective, curated gatekeeper role that ensures quality and offers orientation.

Daniel Weiner / Forward Verlag: scale through a bestseller strategy

Reach, scalability and network effects – with an analytically developed strategy, Daniel Weiner places his books on the Spiegel bestseller lists and gives his young publishing house a clear market advantage. His goal: an industry-leading network that offers authors maximum visibility. Through flexibility, openness and collaboration "at eye level," Forward Verlag is setting new standards and establishing itself as a dynamic, fast-growing voice in the industry.

Lukas Becker / Murmann Verlag: an exclusive brand strategy

Murmann Verlag stands for a curated, exclusive brand strategy with high-quality content, deliberate author and topic selection and exceptional book design. A central element is the close connection to the reader community, which is actively engaged through demanding impulses and discourse. Instead of mass, Murmann focuses on profile and relevance – quality, depth and clear positioning make the programme distinctive.

Julia Claren and Laura Werle / snackz.ai: the quiet forces of change

The founders of snackz.ai observe how change often begins quietly – and in unexpected places. The possibilities of generative AI open up entirely new ways to discover, share and experience book content. They challenge us to rethink existing business models and to adapt strategies dynamically to readers' changing needs.

snackz.ai was founded to make books visible based on content and reader interests via an AI-driven, user-centric marketplace – independent of publisher size or marketing budget. Using AI technology, relevant books are discovered exactly where people are searching for knowledge, inspiration and stories. The diversity of publishing programmes gets a new, sustainable chance to be discovered.

AI as a creative partner for editorial and publisher marketing / Prof. Dr. Vera Spillner

Vera Spillner gave a wonderful talk in which, with much ease and humour, she delivered facts and shared knowledge that make it easy for anyone to enter the complex field of AI and to find courage for innovative ideas.

The icebreaker event: start-ups introduce themselves

Textshine: AI-supported proofreading

Sena Beganovic presented a genuinely outstanding solution for proofreading. The application optimises texts with the highest precision – ideal for everyone who relies on linguistic quality. Anyone who references future!publish can test Textshine free for one month.

equalizent media: accessibility for the deaf

Georg Tschare and his team have developed an innovative tool that translates terms into sign language using avatar technology – a pioneering solution for deaf users. With the European Accessibility Act coming into force in June 2025, this technology will be indispensable for eBooks.

kapado GmbH: data-driven emotional book marketing

Tobias Milbrandt and Alexander Barthe have freshly founded kapado GmbH and haven't revealed too much yet – but something exciting is coming. Their focus is on "data-driven emotional book marketing," combining data-based strategies with emotional appeal. We're excited to see what new paths they'll open up for book marketing!

snackz.ai: AI meets love of books – connecting people & books

We were also invited to introduce ourselves: at future!publish, Laura Werle presented our AI-supported solution that connects people with the books that genuinely suit them – for everyone searching for knowledge, inspiration and stories.

Independent of publisher size or marketing budget, snackz.ai opens new sales paths on a cross-publisher platform. Our SnackzLAB supports publishers with all the texts they need for VLB titling and book marketing. The SnackzAGENT understands readers' needs and delivers data-driven, personalised book recommendations that can be discovered in a completely new way on our SnackzPAGES.