Barnes & Noble CEO James Daunt says the retailer will stock AI-written books as long as they’re clearly labeled and don’t mislead readers. The comments have triggered backlash online, with some book lovers arguing the company is risking the goodwill it built a
For a chain that clawed its way back from bankruptcy fears, the outrage was swift. Barnes & Noble CEO James Daunt said the company is prepared to stock AI-written books—provided they’re labeled as AI—and the reaction landed hard with book lovers who see the move as a betrayal.
Daunt, who took over the company in 2019, was speaking in an interview with NBC News. He said he had “no problem selling any book” as long as it “doesn’t masquerade or pretend to be something that it isn’t” and has the “essential quality” the reader wants.
The condition was straightforward: consumers must be told when a book is AI-written. Daunt said the crucial point is clear disclosure. “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.
But Daunt also conceded a messy reality—labels may not always exist in practice. Within Barnes & Noble’s “extensive catalog of 300. 000 titles. ” he said AI-generated content could already be for sale under the Barnes & Noble brand. “Do we think that some of those [titles] may be AI?. The chances are that they are, but we’re not really conscious of them,” Daunt said.
Even with those uncertainties, he argued the business risk is limited. “At the moment, it seems unlikely to us that these AI-generated books are going to get much commercial traction,” Daunt said. His takeaway was to meet the shift with “common sense and acceptance.”
That message didn’t land as reassurance for everyone. Once Daunt’s comments spread across social media, resistance came quickly from book lovers and AI critics. One user complained that Barnes & Noble had gained goodwill through growth—and then was “throwing it away.” Another simply wrote. “RIP B&N.” A third said Barnes & Noble had “a chance to brand yourselves as unwilling to sell slop and you blew it.”.
What makes the online anger feel sharper is the backdrop. Barnes & Noble’s comeback story has been used repeatedly as proof the chain could still win in a harsh retail environment. In 2019, the American bookstore chain was facing bankruptcy. Since then. it has returned to growth: in 2025. the franchise opened 67 new stores across the United States. with 60 more slated to open throughout 2026.
The mismatch between that turnaround and the CEO’s stance is exactly what’s driving the pushback. Several users said Daunt’s pro-AI comments were reason to stop buying at Barnes & Noble and look elsewhere.
Some of the broader industry concern also follows a different kind of signal. Earlier this year, Hachette Book Group canceled its planned publication of the horror novel Shy Girl in the U.S. after suspicions that the book contained AI-generated writing. Online book enthusiasts then tore into the novel for its assumed AI use.
One commenter questioned the demand side in a way that threaded into the Barnes & Noble debate: if writing by actual authors is already widely available. “there can’t be that much demand for books that actual writers aren’t already meeting.” The argument rested on volume—citing that the United States had more than 600. 000 traditionally published books and 3.5 million self-published books released in 2025 alone. along with “previously published books” readers could choose from.
Others framed the decision as a matter of values rather than market share. “All the more reason to shop at local, independent bookstores,” one commenter wrote. Another said they were “going to have to stop defending Barnes & Noble. ” adding. “I did appreciate the idea of a large bookstore. but if they want to sell AI-generated books. I am out. There are other places to buy books.” A third recommended a practical alternative: “Now is a good time to get a library card.”.
Barnes & Noble has not replied to Fast Company’s request for comment.
Barnes & Noble James Daunt AI-written books bookstore industry retail strategy labeling AI content customer backlash Hachette Book Group Shy Girl digital publishing store expansion 2025 2026
So basically they’re selling robot novels now?
I get the “label it” thing but half the time stores don’t even label regular stuff correctly. Next thing you know it’s “AI” in tiny print and nobody reads it.
Wait, doesn’t Barnes & Noble already do the ebooks and that kind of thing where it’s like automated? So they’re acting shocked? Also I don’t trust any “no problem selling it” quote, feels like they’re trying to cover for something.
Honestly I don’t even care if it’s AI as long as it doesn’t “masquerade” or whatever, but the article basically says they might not know what’s AI in their own catalog?? Like how is that disclosure if they’re “not really conscious” of it. Seems like they’re gonna slap labels on the ones they remember, and the rest will just be “mystery text” lol. Book lovers already barely trust anything, so I can see why they’re mad.