Joanna Stern, one of the most recognised voices in consumer technology journalism, has departed her long-held post as senior personal technology columnist at The Wall Street Journal to launch an independent media company called New Things, coinciding with the release of her first book, 'I Am Not a Robot', which publishes on May 12, 2026.
Stern, who also co-founded The Verge before moving to the Journal, is among a growing number of established journalists trading institutional platforms for independent ventures. Her new company, New Things, has been structured in partnership with NBC, allowing Stern to maintain access to a broad mainstream audience while operating outside a traditional newsroom.
The timing of her departure is tied closely to her new book, 'I Am Not a Robot', published by HarperCollins. The work draws on a full year during which Stern deliberately integrated AI tools into virtually every aspect of her professional and personal life — an experiment she describes as providing a more grounded, hands-on understanding of where the technology actually stands.
Speaking on The Verge's Decoder podcast with host and fellow co-founder Nilay Patel, Stern offered a notably measured assessment of the current AI landscape. She said many of the most heavily promoted AI-powered devices — humanoid robots in particular — are far from consumer-ready and may remain so for some time. "They're definitely not ready, and they might not be for a very long time," Patel paraphrased her as saying.
However, Stern expressed genuine optimism about wearable AI, suggesting the category has the potential to produce a genuine 'killer app' — a breakthrough use case that could justify the significant societal and economic trade-offs being made to sustain the industry's current pace of development.
Stern is also applying AI tools to the construction of New Things itself, using the technology to help manage the demands of building a media start-up as a solo founder. She has additionally shifted her content strategy to place greater emphasis on YouTube, signalling a broader move away from text-based publishing toward video-first distribution.
The transition from staff journalist to independent operator reflects a wider shift in the media industry, as established writers and broadcasters increasingly seek to monetise their audiences directly rather than through legacy publishers. Stern told Patel that she had been considering the move for years before deciding the current moment — shaped in part by the rapid growth of AI and the tools now available to small media operations — made it viable.
New Things launches with an unusually strong foundation: a recognisable byline, a major book release, a broadcast partnership, and a subject matter — artificial intelligence — that shows no signs of fading from public interest.
Analysis
Why This Matters
- Stern's move illustrates a broader and accelerating trend of high-profile journalists leaving institutional media for independent ventures, raising questions about the long-term viability of traditional tech journalism outlets.
- Her year-long AI immersion project and subsequent book offer one of the more methodical public assessments of where consumer AI actually stands, cutting through marketing hype with firsthand testing.
- Her partnership model with NBC — independent ownership, broadcast distribution — may serve as a template others follow as media business models continue to fragment.
Background
The past decade has seen a steady exodus of marquee journalists from major publications to newsletters, podcasts, and independent platforms. Substack, YouTube, and podcast networks have made it increasingly possible for individual writers and broadcasters to sustain careers outside traditional mastheads. The Wall Street Journal, like many print-heritage outlets, has faced persistent pressure on advertising revenue and staffing.
Stern has been a prominent figure in consumer technology journalism since the early 2010s. She was among the founding editorial team at The Verge, one of the most influential tech news sites of the past 15 years, before moving to the Journal, where she became known for inventive, often video-driven product reviews. Her decision to go independent follows similar moves by other well-known journalists across business, politics, and technology.
The AI boom that began in earnest with the public release of ChatGPT in late 2022 has generated intense media coverage, significant public confusion, and a flood of products making ambitious claims. Books and long-form investigations that attempt to cut through the noise with sustained, rigorous reporting have found a ready audience.
Key Perspectives
Joanna Stern: Argues that most hyped AI hardware — particularly humanoid robots — is not consumer-ready, while seeing genuine promise in wearable AI. Views independent media, supported by AI productivity tools, as now viable in a way it wasn't previously.
The broader tech journalism community: Many see independent ventures as offering creative freedom and direct audience relationships, but acknowledge the loss of institutional resources, editorial support, and the gatekeeping credibility that major mastheads provide.
Critics and sceptics: Some media analysts warn that the independent model favours journalists who already have large audiences and brand recognition, and that the fragmentation of tech journalism may reduce the capacity for expensive, resource-intensive investigative work. Others question whether a YouTube-first strategy optimises for engagement over depth.
What to Watch
- Sales and reception of 'I Am Not a Robot' as a signal of public appetite for measured, experience-based AI analysis versus hype-driven coverage.
- Whether New Things' NBC partnership model attracts imitation from other departing journalists seeking institutional reach without institutional constraints.
- The performance of wearable AI devices in 2026 — if Stern's bullish assessment proves correct, it could validate her broader analytical framework and boost the venture's credibility.