Technology

Bloomsbury sees AI as a creative aid while championing traditional authors and physical books

Monday, 27 October 2025 5:04AM UTC

Bloomsbury Publishing’s Nigel Newton discusses how artificial intelligence can support creativity without replacing human authors, highlighting a strong focus on enduring literary brands and a surging physical book market driven by younger readers and social media influences.

Nigel Newton, founder and chief executive of Bloomsbury Publishing, has expressed a measured optimism about the role of artificial intelligence (AI) in the creative arts, particularly in helping authors overcome writer's block and sparking creativity. Speaking to the PA news agency, Newton suggested that AI could act as a valuable tool for writers by generating initial paragraphs or chapters to help them restart their projects. He believes AI has the potential to assist not only writers but also creators working in painting, music composition, and other artistic fields. However, Newton emphasised that AI is unlikely to replace established, well-known authors, as readers inherently seek comfort in the reliability and authority of big-name writers.

Despite concerns about the proliferation of AI-generated content, Newton pointed out that audiences will increasingly turn to trusted sources for reassurance, particularly when dedicating hours to read a book. He acknowledged that while "shoddy content" may emerge, the value placed on reputable authors and familiar literary brands will endure. This perspective is rooted in a deep understanding of consumer behaviour and the irreplaceable human connection to well-crafted storytelling.

Bloomsbury's recent financial success underscores the importance of strong authorship and popular franchises. The publisher reported sales of £160 million in the first half of 2025, a slight decline from £180 million the previous year, but it continues to benefit significantly from bestselling authors. Fantasy writer Sarah J. Maas has been described by Bloomsbury as a "publishing phenomenon," with her series, including A Court of Thorns and Roses, selling millions of copies worldwide. Alongside Maas, the enduring appeal of the Harry Potter franchise, which Bloomsbury first published 28 years ago, remains a cornerstone of the company’s success.

The rise in popularity of physical books among younger readers, especially Generation Z, has been a notable trend supporting Bloomsbury's strong sales. Newton attributed this resurgence in part to the influence of social media platforms like TikTok's "BookTok" and Instagram book influencers, which have helped popularise titles among younger audiences. He highlighted that this trend may serve as a counterbalance to the increasingly digital and pixelated world, with many readers seeking tangible, beautiful objects to hold and display—a "museum of your own mind and your own journey as a reader."

Financial reports confirm Bloomsbury's strong performance driven by fantasy fiction and its popular authors. In the fiscal year ending February 2024, the publisher’s total revenue surged by 30% to £342.7 million, while pre-tax profit rose by nearly two-thirds to £41.5 million. The consumer group’s sales increased by 49%, buoyed primarily by the success of Sarah J. Maas, whose titles saw an overall sales leap of 161%. Her most recent release, Crescent City: House of Flame and Shadow, marked the 16th book published by Bloomsbury under her name and contributed significantly to the company’s record highs.

On the topic of AI and its integration into publishing, Bloomsbury has moved forward with its first AI licensing deal to allow academic works to be used in training generative AI programmes. Newton emphasised that participation by authors in this initiative would be voluntary, with royalties paid to those who opt in. This approach reflects ongoing industry concerns about protecting the rights and works of authors in the face of rapidly advancing AI technologies. Newton has previously voiced caution about the potential misuse of authors’ content for AI training without permission, underlining the necessity of safeguarding creative labour as the technology evolves.

In summary, while AI presents new tools to support creativity, Bloomsbury’s leadership remains confident in the enduring value of established authors and physical books, especially amidst digital transformation and shifting consumer habits. The company’s financial performance and strategic approach to AI licensing highlight a publishing industry that is adapting but still anchored by traditional principles of authorship and reader engagement.

📌 Reference Map:

Paragraph 1 – ^[1] (The Irish News), ^[2] (The Irish News)
Paragraph 2 – ^[1] (The Irish News)
Paragraph 3 – ^[1] (The Irish News)
Paragraph 4 – ^[1] (The Irish News)
Paragraph 5 – ^[3] (The Standard), ^[4] (Publishers Weekly), ^[6] (Publishers Weekly)
Paragraph 6 – ^[1] (The Irish News)
Paragraph 7 – ^[1] (The Irish News)

Source: Noah Wire Services

More on this

https://www.irishnews.com/news/uk/ai-sparks-creativity-and-can-beat-writers-block-says-bloomsbury-chief-QNAP6TQO4RNEVFJL6GBY4HXRCE/ - Please view link - unable to able to access data
https://www.irishnews.com/news/uk/ai-sparks-creativity-and-can-beat-writers-block-says-bloomsbury-chief-QNAP6TQO4RNEVFJL6GBY4HXRCE/ - In an article from The Irish News, Nigel Newton, CEO of Bloomsbury Publishing, discusses the role of AI in enhancing creativity and overcoming writer's block. He believes AI can assist individuals in initiating creative projects by generating initial content, such as the first paragraph or chapter, thereby helping them re-engage with their work. However, Newton emphasises that AI is unlikely to replace established authors, as readers prefer works from renowned writers. He also highlights the resurgence of physical books among Gen Z readers, driven by social media trends like 'BookTok' on TikTok and Instagram influencers sharing their favourite titles.
https://www.standard.co.uk/business/business-news/bloomsbury-hails-highest-ever-profit-amid-fantasy-fiction-craze-b1159814.html - An article from The Standard reports that Bloomsbury Publishing achieved its highest-ever profit, largely due to the surge in popularity of fantasy fiction, particularly works by Sarah J. Maas. The publisher's pre-tax profit increased by nearly two-thirds to £41.5 million in the year ending February, with revenues rising by 30% to £342.7 million. Bloomsbury attributes this success to the growing demand for fantasy fiction, with Maas's books captivating a vast audience, supported by major promotional campaigns and social media channels.
https://www.publishersweekly.com/pw/by-topic/industry-news/financial-reporting/article/95104-sarah-j-maas-flies-bloomsbury-to-record-highs.html - Publishers Weekly reports that Bloomsbury Publishing's total revenue jumped 30% in the fiscal year ending February 29, 2024, with profits increasing by 57%. The consumer group's sales rose by 49%, driven by the increasing demand for fantasy fiction, especially works by Sarah J. Maas. Her most recent release, 'Crescent City: House of Flame and Shadow,' was the 16th Maas title published by Bloomsbury, and overall sales of her titles soared by 161% in the fiscal year.
https://www.standard.co.uk/business/business-news/bloomsbury-hails-highest-ever-profit-amid-fantasy-fiction-craze-b1159814.html - An article from The Standard reports that Bloomsbury Publishing achieved its highest-ever profit, largely due to the surge in popularity of fantasy fiction, particularly works by Sarah J. Maas. The publisher's pre-tax profit increased by nearly two-thirds to £41.5 million in the year ending February, with revenues rising by 30% to £342.7 million. Bloomsbury attributes this success to the growing demand for fantasy fiction, with Maas's books captivating a vast audience, supported by major promotional campaigns and social media channels.
https://www.publishersweekly.com/pw/by-topic/industry-news/financial-reporting/article/95104-sarah-j-maas-flies-bloomsbury-to-record-highs.html - Publishers Weekly reports that Bloomsbury Publishing's total revenue jumped 30% in the fiscal year ending February 29, 2024, with profits increasing by 57%. The consumer group's sales rose by 49%, driven by the increasing demand for fantasy fiction, especially works by Sarah J. Maas. Her most recent release, 'Crescent City: House of Flame and Shadow,' was the 16th Maas title published by Bloomsbury, and overall sales of her titles soared by 161% in the fiscal year.
https://www.standard.co.uk/business/business-news/bloomsbury-hails-highest-ever-profit-amid-fantasy-fiction-craze-b1159814.html - An article from The Standard reports that Bloomsbury Publishing achieved its highest-ever profit, largely due to the surge in popularity of fantasy fiction, particularly works by Sarah J. Maas. The publisher's pre-tax profit increased by nearly two-thirds to £41.5 million in the year ending February, with revenues rising by 30% to £342.7 million. Bloomsbury attributes this success to the growing demand for fantasy fiction, with Maas's books captivating a vast audience, supported by major promotional campaigns and social media channels.

Noah Fact Check Pro

The draft above was created using the information available at the time the story first emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed below. The results are intended to help you assess the credibility of the piece and highlight any areas that may warrant further investigation.

Freshness check

Score: 10

Notes: The narrative was published on October 27, 2025, and has not appeared elsewhere prior to this date. ([irishnews.com](https://www.irishnews.com/news/uk/ai-sparks-creativity-and-can-beat-writers-block-says-bloomsbury-chief-QNAP6TQO4RNEVFJL6GBY4HXRCE/?utm_source=openai))

Quotes check

Score: 10

Notes: The direct quotes attributed to Nigel Newton are unique to this report, with no earlier matches found online.

Source reliability

Score: 9

Notes: The report originates from The Irish News, a reputable UK news outlet. However, the article is based on a press release from the PA news agency, which may influence the depth of original reporting.

Plausability check

Score: 10

Notes: The claims made in the report are plausible and consistent with known information about Bloomsbury Publishing and Nigel Newton. The narrative aligns with current discussions on AI's role in the creative arts.

Overall assessment

Verdict (FAIL, OPEN, PASS): PASS

Confidence (LOW, MEDIUM, HIGH): HIGH

Summary: The report is fresh, with no prior appearances or recycled content. The quotes are unique, and the source is reputable, though based on a press release. The claims are plausible and consistent with known information, indicating a high level of reliability.

AI in publishing
literary industry
book sales