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Waterstones’ leadership has opened the door to selling books created through artificial intelligence, provided these works are clearly identified as AI-generated and there is customer interest. James Daunt, the experienced bookselling executive who leads the company, expressed personal skepticism that AI-produced books will become a common part of their inventory. “There’s a huge proliferation of AI generated content and most of it are not books that we should be selling,” Daunt commented, though ultimately he emphasized that the decision would rest with readers.
The use of AI in publishing has sparked significant concern among authors, many of whom worry about their future as the technology advances. In a conversation on the BBC’s Big Boss Interview podcast, Daunt acknowledged that while Waterstones employs AI technologies for logistical purposes, the chain generally tries to avoid stocking AI-generated content in its stores. “As a bookseller, we sell what publishers publish, but I can say that instinctively that is something that we would recoil [from],” he stated, highlighting a preference to keep traditional human-authored works at the forefront of their offerings.
Daunt, who is approaching his 36th holiday season in the book trade, shared that part of Waterstones’ ongoing success comes from empowering individual store managers to cater to their local customers. He described the role of the company’s central office as supportive rather than directive, ensuring deliveries arrive on time but leaving the selection and display of titles to local teams. This managerial autonomy has allowed staff to make personalized book recommendations, organize curated book displays, and engage with their communities more directly.
Reflecting on recent developments, Daunt also discussed the company’s financial health, ongoing strategy, and prospects. Waterstones has enjoyed growth despite broader challenges facing high street retailers, opening roughly ten new stores annually and posting profits of £33 million on sales of £528 million in 2024. Owned by Elliott Advisers—alongside other bookstores such as Foyles and Blackwell’s—Waterstones is part of a wider portfolio that includes Barnes & Noble in the U.S., where Daunt has taken on the role of CEO. This cross-Atlantic presence has fueled speculation about a potential joint stock market flotation, which Daunt described as “an inevitability” though he acknowledged uncertainties about whether London or New York would be the preferred venue
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