Mamamia claims to be ‘most prepared publisher in Australia’ as industry grapples with AI
Mamamia's chief revenue officer Georgie Nichols (Mumbrella)
Mamamia has used its Upfronts presentation to tell marketers it is more than ready for the “global attention reset” which is being driven by AI and exacerbated by changing consumption habits.
Speakers from the women’s content network told the Sydney crowd it was embracing AI-powered tools to drive efficiency, optimise content creation and find new audiences, positioning it as “the most prepared publisher in Australia to meet this moment”.
Read Mumbrella’s full coverage of the Mamamia upfront here.
“Now I know that AI are the two most-used letters in the industry at the moment, and rightly so … It’s having a profound impact on pretty much every media owner in Australia and around the world,” CEO Nat Harvey said at the presentation.
“We’re leaning in hard here at Mamamia. We’ve embraced new AI-powered tools to drive efficiency, to optimise content creation, and to find new audiences. AI’s really great at that.
“But what it can’t do is replicate what we’ve built at Mamamia. It cannot copy and paste us. It can’t create the level of trust and engagement that we’ve built over 18 years. In the next 50 minutes, we’re going to show you how Mamamia is positioned as the most prepared publisher in Australia to meet this moment, to provide an unrivalled platform for brands, to dominate through relevance, and most importantly, connect brands with the most engaged and most powerful audience in Australia.”
Georgie Nichols, Mamamia’s chief revenue officer, conceded the media company is facing some challenges with the changing landscape, which are likely also being felt by marketers.
Georgie Nichols at Mamamia’s 2025 Upfront (Mumbrella)
“We know it has never been harder as a marketer. The ongoing fragmentation of audiences … the global attention reset, with Reels and Shorts not only changing the way our kids consume content but everyone, and AI. As much as we love AI, it’s messing with all of our SEO strategies. All of this is making engaging with audience in relevant ways much harder than ever before,” she said.
Harvey, however, said publishers and brands had two options.
“You can choose to look at [AI] as an asteroid coming down to destroy the media and marketing life as we know it, and waiting for Ben Affleck to go up and shoot it all down. Or, you can embrace it. You can learn to take advantage of the opportunities that are being created every single day. Sweat what you know works, and then embrace new technologies to accelerate growth,” she said.
Mamamia used its Upfronts event in Sydney to announce a raft of new content, and a pivot away from the ‘hero’ brand of Mamamia towards a ‘house of brands’ strategy.
It also positioned itself as the go-to platform for marketers who need to cut through.
“Right now, as you’re sitting here in the dark, your brands are out there in the world, fighting for their life. Second by second, click by click, they’re in a battle for attention against the backdrop of a trust crisis. Doing what you’ve always done won’t deliver the same results it once did, because while you were scrolling, the game has changed. The rules of engagement and winning women’s attention have fundamentally shifted again. But today, we game the system right back,” the opening of the presentation said.
