AI is reshaping how we tell stories in 2026 and beyond.
That was the unmistakable takeaway from TURNER’s 2026 Inspiration Summit, a half-day of candid conversation and forward-looking insight hosted in New York City this January. Produced in partnership with Fahlgren Mortine and The Shipyard Collective, the Summit brought together travel and hospitality clients, media partners, and agency leaders just ahead of TravMedia’s International Media Marketplace.
The goal wasn’t to speculate wildly about the future. It was to talk honestly about what’s already changing (and what still matters) in an AI-shaped media landscape.
With speakers from TURNER, Fahlgren Mortine, and The Shipyard, alongside newsroom voices who are actively navigating these shifts, the day blended big-picture thinking with grounded, practical guidance for communicators. Across sessions, one theme kept resurfacing: AI may be accelerating workflows, but it hasn’t changed the fundamentals of good storytelling.
Fahlgren Mortine Associate Vice President Kimberly Miles shared some essential takeaways from the Summit.
1. Think like an editor, not a tool operator
Editors are using AI for speed and organization but not for judgment. Standards for accuracy and relevance haven’t budged. If anything, they’ve tightened.
2. Source everything (Then source it again)
Credible, click-ready links are nonnegotiable. As AI increases the volume of confident-sounding information, transparency is what protects trust. If a claim can’t be verified, it doesn’t belong in a pitch.
3. Humans still sign off
AI may assist the workflow, but accountability stays with people. Editorial review remains the final filter, which is why trust and relationships still matter when deadlines are tight, and facts need confirming.
4. Earned media is quietly powering LLMs
One of the Summit’s biggest “whoa” moments: research shared onstage showed that roughly 94% of LLM responses draw from earned media, with about 25-30% coming from traditional journalism. Paid media accounts for only a small slice. In plain terms, credible coverage in trusted, crawlable places builds awareness and can influence what AI tools reference when users ask questions about a destination or brand.
5. Recency is a hidden gatekeeper
Fresh, clearly dated information carries more weight than content that’s technically evergreen but outdated. Small, regular updates can matter as much as big launches for editors and AI alike.
6. Press releases (still) matter
Large language models are pulling from more than classic search results, including open-web journalism and social-adjacent platforms. A notable shift: press releases distributed via major newswires are being cited more frequently by LLMs than earlier in 2025. The takeaway isn’t “release more.” It’s “release smarter,” with info that works for both humans and machines.
7. Newsletters are a power channel
Despite all the platform changes, newsletters remain one of publishers’ most valuable audience and revenue drivers. For PR teams, that means pitching in “newsletter language”: one strong sentence, a timely hook, and a clear takeaway that fits naturally into a roundup.
8. AI visuals come with real guardrails
Editors are using AI-assisted visuals selectively and with caution. For brands, the guidance was clear: disclose AI-generated or heavily altered images, and never imply something is real if it isn’t.
9. AI is compressing the dreaming phase of travel
As AI speeds up trip planning, discovery can jump quickly from “dreaming” to “doing.” That efficiency risks flattening the inspiration phase — the wandering, saving, and stumbling that builds emotional desire. Vivid , distinctive detail matters more than ever because they break through generic AI output and give people a reason to care.
10. Fresh detail beats polished filler
AI can make copy cleaner, but it can also make it bland. Editors and audiences are increasingly quick to spot language that sounds good but says nothing specific.
The fix isn’t avoiding AI. It’s using it for mechanics, then layering in human reporting, clear stakes, and proof points only your brand can credibly claim.
The throughline from the 2026 Inspiration Summit was clear: AI is a present force already shaping discovery, trust, and storytelling. The brands that will thrive will be the ones that sharpen the fundamentals: sourced storytelling, smart distribution, and a clear understanding of how their work shows up in an AI-shaped ecosystem.