Xu Hai (first from right), editor-in-chief of Phoenix Publishing and Media Inc, speaks at the 2026 International Publishing Forum in Beijing on June 19.

Xu Hai, editor-in-chief of Phoenix Publishing and Media Inc, attended the 2026 International Publishing Forum in Beijing on June 19 and joined a panel discussion on international marketing and distribution channel transformation in the publishing industry under the Belt and Road Initiative.

The forum, titled "Redefining Publishing in the AI Era", was convened on the sidelines of the Beijing International Book Fair.

In his speech, Xu reviewed the evolution of the publishing industry, from Plato's resistance to writing and publishing to the replacement of scribes by woodblock printing, and eventually modern printing machinery, saying each technological wave has transformed the industry.

Xu said that the publishing industry is set to change in ways previously unimaginable, highlighting the relentless pace of technological advancements.

He stressed the importance of analyzing the impact of artificial intelligence on different publishing categories — children's books, educational books, academic books, and popular books. Understanding which categories are more susceptible to AI is crucial for developing effective strategies, he said.

Citing his personal experiences in using AI, Xu highlighted the benefits of AI technology in streamlining workflows and increasing efficiency. However, he also noted challenges, such as the surge in manuscript submissions and the difficulty in distinguishing between human and AI-generated content.

Xu pointed out that regardless of AI's role, the publishing industry's survival hinges on genuine public demand for reading and book consumption. If the public values reading, AI cannot undermine the industry's foundation, he said, and conversely, without such demand, the industry's relevance diminishes, with or without AI.

The forum, co-hosted by the Publishers Association of China and the International Publishers Association, brought together nearly 300 publishing executives from 26 countries and regions.

Participants engaged in deep discussions on AI's transformative role across the value chain of the publishing sector, the transformation of international marketing channels, and BRI cooperation on publishing, fostering consensus on promoting the high-quality development of the global publishing industry.