Waterstones CEO James Daunt has outlined the bookseller’s approach to artificial intelligence-generated books, emphasizing that while the company is not actively seeking to stock them, the ultimate decision rests with the readers. In a recent interview on the BBC’s Big Boss Interview podcast, Daunt stated that Waterstones would consider selling AI-created books if they are clearly labeled and if there is demonstrable customer demand. However, he expressed an instinctive “recoil” from pushing AI-authored titles, suggesting that such books are unlikely to be prominently featured in stores.
Daunt clarified that Waterstones would “never intentionally sell an AI-generated book that was disguising itself as being other than that.” This stance reflects a broader concern within the publishing industry regarding the rise of generative AI, with many authors fearing threats to their livelihoods and the unauthorized use of their work for AI training. A University of Cambridge study indicated that over half of UK novelists are concerned about being replaced by AI, and a significant portion believe their work has been used without permission to train AI systems.
While Waterstones currently utilizes AI for operational tasks such as logistics and customer service to improve efficiency, the company is actively working to keep AI-generated content off its shelves and online platforms. Daunt believes that readers value a connection with a “real person” and that human authorship remains a key differentiator in the literary world. He indicated that while AI might impact the “more generic end of publishing and writing,” the “more literary end,” which Waterstones predominantly sells, is less likely to be affected.
Daunt’s perspective suggests a pragmatic approach to the evolving landscape of content creation. He acknowledged that if an AI-written work gains significant readership and transparently discloses its origins, Waterstones would be open to stocking it, adhering to the principle that “readers decide what belongs in the shop.” This approach underscores the company’s commitment to serving its customer base while navigating the ethical and creative challenges posed by AI in literature.
The Waterstones CEO’s comments come at a time of intense debate within the publishing sector. Authors and publishers are grappling with the implications of AI on copyright, originality, and the future of creative professions. Daunt’s measured response, balancing a cautious stance on AI-generated content with an openness to reader-driven demand, positions Waterstones as a bookseller navigating these complex issues by prioritizing transparency and consumer choice.
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