Publishers are embracing vibe coding in the ‘SaaS-pocalypse’ conversation

The “SaaS-pocalypse” refers to the growing perception that AI technology is simplifying and reducing the expenses associated with creating custom software solutions. While initially viewed as a challenge for the tech sector, this notion is now influencing the way publishers approach their software needs.

Within media organizations, teams responsible for engineering and product development are exploring vibe coding—the practice of using AI to generate code for applications and SaaS solutions via natural language commands. This trend enables automation of workflows and the creation of proprietary apps and software. With the advent of tools like Claude Code, OpenAI’s Codex, and Replit, individuals without coding backgrounds can now develop and implement software with ease.

Media companies typically subscribe monthly to a variety of specialized software applications—ranging from project management tools to analytics dashboards, CRMs, workflow applications, and content tools. But as the industry faces ongoing pressures to cut costs and adapt to an evolving digital environment in the AI age, the rationale becomes evident: why spend on additional software subscriptions when teams can develop their own necessary tools?

Consequently, several publishers are seeking to negotiate shorter contract terms with SaaS providers. A publishing executive indicated to Digiday—requesting anonymity—that they are advocating for one-year contracts instead of the usual three-year extensions. The rationale is that by the end of the year, they might either have developed their own version of the software or discover a more affordable solution.

Natalie Drucker, director of AI & data strategy for the global marketing division at tech consultancy Thoughtworks, mentioned that similar trends are also reflected in marketing and consulting firms. “We are definitely moving towards shorter contract periods… it’s all about maintaining flexibility,” she explained.

However, opting for shorter contracts often leads to higher costs, as vendors typically offer discounts for longer commitments. Nevertheless, Drucker remains unbothered, stating, “We’re willing to pay for the flexibility. The landscape is changing significantly.”

She noted that vendors are currently offering reductions exceeding 50 percent, partially due to the looming SaaS-pocalypse. If a product is reasonably priced, publishers may be less inclined to invest time and resources in creating their own alternatives.

Moreover, just because a team can develop a product doesn’t necessarily mean they have the capacity to support and scale it effectively.

“We must remain vigilant regarding the significant gap between what might seem functional and what can genuinely withstand usage by thousands of colleagues and millions of end users,” noted a publishing executive, speaking off the record. Their organization has successfully vibe-coded both audience-focused and internal business applications that are currently operational.

Another exec, who participated in a closed-door session during the Digiday Publishing Summit last month, shared their company’s laborious journey to implement a new Customer Data Platform (CDP) last year. Meanwhile, an engineer demonstrated how they managed to vibe code and create a customized CDP version, tracking the executive’s experience on the platform.

“I was nearly astonished to learn that someone else could accomplish this,” the executive mentioned. “Our delays stem from ensuring we have appropriate consent across the board to reuse data, in addition to concerns about scalability. [The engineer] was able to map out who I am within our ecosystem, which is fascinating. However, I want to identify who 100,000 others like me are… We still don’t fully understand how to monetize this or if it can genuinely replace the CDP we integrated.”

Publishers also need to exercise caution regarding data compliance issues, data security, and the provision of updates and support for in-house software, explained Ben Murray, a fractional CFO consultant specializing in SaaS. Technology vendors have dedicated teams for customer training and assistance—services that publishers would need to provide if they choose to construct their own tools.

“When you partner with a vendor, you at least have some level of liability protection—and in the media sector, that assurance is vital,” Drucker asserted. “This highlights the distinction between developing a vibe-coded CRM… and transitioning that into a dependable system capable of scaling throughout your organization.”

Another publisher expressed apprehensions about the reliability of tools created via vibe coding, especially after witnessing instances of AI inaccuracies.

“You need to have highly skilled engineers, as the focus shifts from them writing code to reviewing the generated code intensely,” they indicated. “This has been a significant barrier for us to deepen our engagement… [Vibe coding works] well for non-critical tasks.”

Conversely, certain publishers are successfully utilizing vibe coding to develop proprietary brand safety tools or asset submission portals, according to another executive present at the Digiday Publishing Summit.

“We have rapidly built these applications in just a few weeks… The ad operations team receives technical support, and if it reaches a sufficient level of sophistication, we can save costs instead of outsourcing,” they elaborated.

A different executive shared with Digiday—under anonymity—that their team is engaging in vibe coding to devise concepts that they then collaborate on with AI engineers. Together, they are crafting AI-driven solutions for sales and marketing, including proposal builders, media planners, and analytics tools.

Meanwhile, Business Insider isn’t relying on vibe coding to supplant parts of its vendor technology stack. Still, teams are utilizing the approach to swiftly create and experiment with concepts that previously required considerable engineering resources or third-party vendors, noted Jeff Rabb, Business Insider’s chief product officer.

“Small, cross-functional teams now have the capability to transform ideas into live products within days, enhancing speed, flexibility, and a more editorial-centric approach to product creation,” Rabb explained. “It’s revolutionized our workflow. We can now respond affirmatively to a greater volume of editorial suggestions, develop rapidly, present them to audiences, and adapt based on real-time feedback. This technology empowers our teams to achieve more with less risk and more efficient feedback loops.”

For instance, Business Insider vibe coded to create various interactive quizzes, including a TSA carry-on quiz—and, ironically, a quiz measuring whether AI will take over your job.

“Vibe coding facilitates the exploration of unconventional ideas and blends storytelling with interactivity in ways we previously couldn’t achieve,” Rabb stated. “In the past, every project needed to be scalable, replicable, and compete with other pressing initiatives. Now, a single product manager—or even an editor—is capable of taking an idea from concept to live production in mere hours.”

Insights

“We’ve had a robust first half… I haven’t encountered many instances of ‘We’re halting initiatives because of the war’ or ‘Projects are on hold’… From an advertising perspective, I haven’t noticed any indication that [they’re] pulling back or postponing due to the supply chain challenges, Iran. Not yet.”

— Chris Anthony, CRO at Gallery Media Group.

Important Statistics

100,000: The total number of paying subscribers to the Daily Beast’s website and app as of January, reflecting notable double-digit growth compared to the previous year.

4x: The quadrupling of average engagement in tweets starting with “Breaking” or “Breaking News,” according to analysis by Nieman Lab of tweets from The New York Times, AP, The Washington Post, and The Wall Street Journal.

100: The target number of U.S. markets for Axios Local, which currently publishes local newsletters in 35 markets and plans to reach 43 markets by the end of this year.

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