Why the CEO of Barnes & Noble would support selling AI-written books in stores

CEO InterviewsWhy the CEO of Barnes & Noble would support selling AI-written books in storesJames Daunt has led a resurgence of the bookseller chain, which opened 67 new locations last year. Listen to this article with a free account00:0000:00Add NBC News to GoogleBarnes & Noble CEO James Daunt Talks Store's Next Chapter05:37Get more newsLiveonShareAdd NBC News to GoogleMay 18, 2026, 12:34 PM EDTBy Ariana BrockingtonBarnes & Noble CEO James Daunt has learned to adapt to changes in the book publishing industry to keep his company afloat and thriving. Now, the bookseller chain faces a technological advancement that many businesses are grappling with: artificial intelligence. But he isn’t worried.Subscribe to read this story ad-free Get unlimited access to ad-free articles and exclusive content.Daunt stepped into the role of CEO in 2019, when Barnes & Noble was struggling to stay competitive as some book lovers were turning to online stores, like Amazon, to purchase their next novel. The chain, which opened its first New York City bookstore in 1917, was worth $2.2 billion at the height of its success. In 2019, it sold for $683 million and faced bankruptcy.But the company has since had a resurgence, with 67 new stores opening in 2025 and an additional 60 stores arriving this year. FORSUBSCRIBERSAs part of NBC News’ recently launched “Business in America” series, Daunt explained to TODAY’s Jenna Bush Hager how Barnes & Noble has handled changes in the industry, including the introduction of AI.Bush Hager, a passionate reader, expressed her worries about the rise of AI, noting that books are “very human.”“I know you agree with that. But you have said that if the rise of AI books becomes a thing, you would be willing to sell them within your stores,” she said.“Yes, I have actually no problem selling any book, as long as it doesn’t masquerade or pretend to be something that it isn’t, and that it has an essential quality to it, and that the customer, the reader,...