One job of a journalist is to spot the problem. In 2025, we spotted plenty of issues related to AI.

But those who say LLMs are killing our traffic are focused on the wrong problem.

At the nonprofit Salt Lake Tribune, visits to sltrib.com are up more than 20% year over year. Search has grown as well.

AI can tell me about what already exists. It can’t perform an investigation into excessive spending by Utah State’s president or introduce me to the special-ed teacher in Weber County whose TikTok dances pay down student lunch debt.

These stories required reporters to be curious, to think critically, to fight for release of public records and to contextualize new information and existing knowledge.

In 2026, LLMs will focus journalists on the work people want us to do — and on building relationships with those who want to have them with us.

There are more ways than ever to understand and respond to what people value. And we have learned that serving our audience is the best path to success on the business side.

As AI continues to evolve, it’s going to be more important than ever that we listen. Next year, I’m not going to worry about the doom people think AI will rain down on journalism. I am going to focus relentlessly on the jobs people want and need us to do for them.