Semafor’s Ben Smith Defends ‘Anti-Scale’ Model Amid Ethics and AI Debate
In a discussion with The Verge, Smith addresses the ethical complexities of featuring industry leaders on advisory boards and the role of artificial intelligence in modern newsrooms.
Ben Smith, editor-in-chief of Semafor, has outlined the publication’s “anti-scale” business model, which prioritises high-value convening events over digital traffic generation. In a discussion with The Verge, Smith detailed Semafor’s reliance on advertising and events for revenue, noting that its commercial team has grown significantly with approximately 100 employees, including over 60 journalists.
The organisation is launching a new conference, “Silicon Valley & The World,” featuring industry leaders such as Jensen Huang and Satya Nadella on its advisory board. Smith addressed ethical concerns regarding these industry ties, asserting that journalistic independence remains intact. He argued that senior leaders are often eager to engage with tough questions, countering the notion that such relationships compromise editorial integrity.
Additionally, Semafor is adopting AI for internal production tasks, such as summarising interview transcripts, while maintaining its “Semaform” writing style to separate facts from analysis. The publication is also expanding its global footprint into the Gulf, Europe, and Asia, moving away from a hub-and-spoke model to build a network of local audiences.
Smith described Semafor as an “anti-scale” company, moving away from the traffic-chasing model of the past. The publication does not currently have a website paywall, relying instead on advertising and events for revenue, though subscriptions remain a future possibility. The convening business grew faster than the digital advertising business, with Smith noting they are competing with events like Davos.
Smith discussed the use of AI for internal tools and summarising large volumes of interview transcripts, such as from the Semafor World Economy event. He emphasised that while AI can handle production tasks, the core of journalism—gathering new information and communicating it—remains a human domain. The organisation aims to maintain strict ethical standards regarding transparency and audience trust.
