{"id":141259,"date":"2025-09-13T23:21:17","date_gmt":"2025-09-13T23:21:17","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/141259\/"},"modified":"2025-09-13T23:21:17","modified_gmt":"2025-09-13T23:21:17","slug":"mamamia-claims-to-be-most-prepared-publisher-in-australia-as-industry-grapples-with-ai","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/141259\/","title":{"rendered":"Mamamia claims to be \u2018most prepared publisher in Australia\u2019 as industry grapples with AI"},"content":{"rendered":"

Mamamia has used its Upfronts presentation to tell marketers it is more than ready for the \u201cglobal attention reset\u201d which is being driven by AI and exacerbated by changing consumption habits.<\/p>\n

Speakers from the women\u2019s content network told the Sydney crowd it was embracing AI-powered tools to drive efficiency, optimise content creation and find new audiences, positioning it as \u201cthe most prepared publisher in Australia to meet this moment\u201d.<\/p>\n

Read Mumbrella\u2019s full coverage of the Mamamia upfront here.<\/a><\/p>\n

\u201cNow I know that AI are the two most-used letters in the industry at the moment, and rightly so \u2026 It\u2019s having a profound impact on pretty much every media owner in Australia and around the world,\u201d CEO Nat Harvey said at the presentation.<\/p>\n

ADVERTISEMENT<\/p>\n

\u201cWe\u2019re leaning in hard here at Mamamia. We\u2019ve embraced new AI-powered tools to drive efficiency, to optimise content creation, and to find new audiences. AI\u2019s really great at that.<\/p>\n

\u201cBut what it can\u2019t do is replicate what we\u2019ve built at Mamamia. It cannot copy and paste us. It can\u2019t create the level of trust and engagement that we\u2019ve built over 18 years. In the next 50 minutes, we\u2019re going to show you how Mamamia is positioned as the most prepared publisher in Australia to meet this moment, to provide an unrivalled platform for brands, to dominate through relevance, and most importantly, connect brands with the most engaged and most powerful audience in Australia.\u201d<\/p>\n

Georgie Nichols, Mamamia\u2019s chief revenue officer<\/a>, conceded the media company is facing some challenges with the changing landscape, which are likely also being felt by marketers.<\/p>\n

\"\"<\/p>\n

Georgie Nichols at Mamamia\u2019s 2025 Upfront (Mumbrella)<\/p>\n

\u201cWe know it has never been harder as a marketer. The ongoing fragmentation of audiences \u2026 the global attention reset, with Reels and Shorts not only changing the way our kids consume content but everyone, and AI. As much as we love AI, it\u2019s messing with all of our SEO strategies. All of this is making engaging with audience in relevant ways much harder than ever before,\u201d she said.<\/p>\n

Harvey, however, said publishers and brands had two options.<\/p>\n

\u201cYou can choose to look at [AI] as an asteroid coming down to destroy the media and marketing life as we know it, and waiting for Ben Affleck to go up and shoot it all down. Or, you can embrace it. You can learn to take advantage of the opportunities that are being created every single day. Sweat what you know works, and then embrace new technologies to accelerate growth,\u201d she said.<\/p>\n

Mamamia used its Upfronts event in Sydney to announce a raft of new content, and a pivot away from the \u2018hero\u2019 brand of Mamamia towards a \u2018house of brands\u2019 strategy<\/a>.<\/p>\n

It also positioned itself as the go-to platform for marketers who need to cut through.<\/p>\n

\u201cRight now, as you\u2019re sitting here in the dark, your brands are out there in the world, fighting for their life. Second by second, click by click, they\u2019re in a battle for attention against the backdrop of a trust crisis. Doing what you\u2019ve always done won\u2019t deliver the same results it once did, because while you were scrolling, the game has changed. The rules of engagement and winning women\u2019s attention have fundamentally shifted again. But today, we game the system right back,\u201d the opening of the presentation said.<\/p>\n","protected":false},"excerpt":{"rendered":"Mamamia has used its Upfronts presentation to tell marketers it is more than ready for the \u201cglobal attention…\n","protected":false},"author":2,"featured_media":141260,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[96326,256,254,255,64,63,96327,96328,96329,105],"class_list":{"0":"post-141259","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artificial-intelligence","8":"tag-2025-upfronts","9":"tag-ai","10":"tag-artificial-intelligence","11":"tag-artificialintelligence","12":"tag-au","13":"tag-australia","14":"tag-georgie-nichols","15":"tag-mamamia","16":"tag-nat-harvey","17":"tag-technology"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/141259","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=141259"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/141259\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/141260"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=141259"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=141259"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=141259"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}