As AI reshapes journalism, the media’s role in building—or breaking—reputation is evolving. From the printing press to generative tools like ChatGPT, I explore how trust, strategy, and media engagement must adapt to a future where truth competes with machine-generated content.

The 2025 Perugia Journalism Festival wasn’t just about media—it was a wake-up call for global leaders. From AI disruption to collapsing public trust, the challenges facing journalism mirror those in business and government. Here’s what leaders need to know to stay credible, connected, and ahead.