Nine Entertainment Co (Nine) and Microsoft have inked a deal to allow Microsoft’s Copilot to reference the text of Nine’s masthead content (beyond paywalled previews) during AI searches to contextualise and ‘ground’ outputs.
By referencing real-time reports from Nine’s publishing mastheads the system ensures Copilot outputs are grounded in verified facts while including references for its users.
Copilot will display snippets, headlines and summaries and will direct audiences to Nine’s mastheads for the complete story, giving users a gateway to a trusted source.
The agreement covers content from across Nine’s mastheads including The Australian Financial Review, The Sydney Morning Herald, The Age, Brisbane Times and WAToday.
CEO of Nine Entertainment Matt Stanton said: “We are delighted to partner with Microsoft on this agreement. As AI continues to evolve, the role of verified, premium journalism in grounding these outputs is essential.”
“This collaboration is a win-win, delivering for users of AI while respecting copyright and protecting the long-term value of our intellectual property,” he said.
“AI is transforming the way Australians connect with information, and access to trustworthy sources has never mattered more,” said Jane Livesey, president of Microsoft Australia and New Zealand.
“Our agreement with Nine will ground responses from Microsoft Copilot in trusted mastheads, giving people verified facts, a clear path to the full story, and confidence in what they read. Forward-thinking partnerships like this show how technology and media companies can work together to ensure a thriving future for Australian journalism.”
Managing Director, Publishing at Nine Entertainment Tory Maguire said the deal was the first of its kind for Microsoft in the Asia Pacific Region and represented a significant milestone in the relationship between Australian media companies and AI focused technology companies.
“I’m delighted to reach this deal that delivers for both readers of our content and users of Microsoft AI.
“Microsoft has been a proactive, engaged partner who is committed to attribution of sources. This continues to unlock new revenue opportunities for our mastheads as the media ecosystem continues to evolve, supporting local and trusted Australian journalism.
“It means helping Microsoft connect users with more informed, high-quality information through its AI offerings while also delivering for content owners,” she said.
“We are meeting readers where they are, and by providing important context for Copilot we ensure AI outputs are grounded in verified facts, with an easy click through to our websites to read the full article.”
Nine said in a release that this is a first-of-its-kind deal in Australia between Microsoft and a major news media company, championing original, trusted news sources through attribution, recognition and innovation.
Other large publishing organisations have previously struck deals with AI firms around the world. News Corp, for instance, signed a US$50 million deal with Meta earlier this year. In 2024, News Corp signed a five-year deal with OpenAI that could be worth more than US$250 million.
The deal also arrives amid consternation between Australia’s publishers and the large tech platforms over the Albanese government’s News Bargaining Incentive. The draft incentive would impose a tax of 2.25 per cent on the tech platform’s Australian gross revenue, which would then be distributed to local news organisations based on the number of journalists they employ.
Companies can reduce their tax bill — theoretically all the way to zero — by making deals with media organisations to pay for their use of news content.
To do this, the tech platforms must make deals with at least four different media groups and can deduct 150 per cent of the value of those agreements from their tax liability.
Microsoft, Snapchat, OpenAI and others are not subject to the News Bargaining Code or the new incentive.
