Barnes & Noble CEO won’t ban AI books—transparency first

Barnes & Noble CEO James Daunt says the retailer could stock AI-written books as long as they clearly disclose authorship, avoid masquerading as human work, and don’t copy others. Daunt also acknowledged the company can’t rule out non-human authors slipping in

A Barnes & Noble customer may soon find books that never came from a human hand. CEO James Daunt isn’t closing the door on that possibility—in fact, he’s laying out the condition he believes keeps readers in control.

In a May 18 interview, Daunt told Jenna Bush Hager that he would have “no problem” selling AI-written books across the chain’s more than 800 locations nationwide. The catch is transparency.

“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,” Daunt said. He added that the book must have an “essential quality to it” and that “the customer, the reader, wants it.”

For Daunt, the central requirement is clarity about authorship. He said the retailer needs to know and be able to say clearly who wrote the work—“if they’re, well, a real person”—or, if not, that the customer is told the book is AI-written.

“So as long as an AI-written book says it’s an AI-written book and doesn’t pretend to be something else and isn’t ripping off somebody else, as long as that’s clearly stated and the customer wants to buy it, then we will stock them,” he said.

That stance comes with an uncomfortable reminder of how big the business is. Daunt, who has led Barnes & Noble since 2019, said he can’t guarantee that non-human authors have not already entered the market quietly.

“We have 300,000 titles across all of our stores,” he said. “Do we think that some of those may be AI? The chances are that they are, but we’re not really conscious of them.”

The CEO’s comments also reflect his view that the technology hasn’t yet created a mass consumer rush for robot-written work. He told TODAY he’s optimistic about the future of the industry, saying past shifts in technology didn’t scare him—and that AI may not be driving immediate demand.

“At the moment, it seems unlikely to us that these AI-generated books are going to get much commercial traction,” Daunt said. He framed it as something readers should approach “with common sense and acceptance,” while still preventing books from “masquerad[ing] (as)” something they are not.

The broader fight over AI-authored content is already playing out across creative industries. In March. a horror novel titled “Shy Girl” made headlines after it was pulled from circulation over allegations that it was written with heavy use of AI. Publisher Hachette Book Group discontinued production of the book. which was originally published in the UK in November 2025. and its U.S. release was canceled.

At the same time. artists and public figures have pushed back on the use of generative technology. particularly where it touches likenesses and recognizable voices. Celebrities like Taylor Swift have pursued protections through trademark filings. In April. her team sought to protect not only her likeness. but also spoken phrases like “Hey. it’s Taylor. ” which could help Swift challenge AI-generated clips or unauthorized uses of her voice online.

For Barnes & Noble. the question isn’t whether AI can write—it’s whether the retail shelves can stay honest about it. Daunt’s answer is direct: stock the books if they disclose what they are. avoid deception. and don’t involve ripping off someone else. But with 300. 000 titles in its ecosystem. he also admits the company can’t easily confirm how much of what’s already out there is human-authored.

Barnes & Noble James Daunt AI-written books artificial intelligence publishing industry transparency book retail author disclosure Hachette Book Group Shy Girl Taylor Swift trademark filings