The 78th Frankfurt Book Fair was noticeably smaller and quieter than most previous iterations, with Hall 6 closed and English-speaking exhibitors in two buildings. But most participants with whom Shelf Awareness spoke indicated that business was good, and many had the usual full days of back-to-back meetings.
Fair organizers said that there were 65,000 trade visitors from 130 countries on the first two, trade-only days of the fair--"at the same strong level as in the previous year." There were 4,000 exhibitors, and more than 3,800 events took place at the fair and in the city.
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| Lauren Stewart (l.) and Allison Belan |
At EDItEUR's 47th International Supply Chain Seminar, held the day before the fair, the program was, as EDItEUR executive director Graham Bell said, "Very AI heavy. It's all anyone wants to talk about this year."
Allison Belan, executive director of the Book Industry Study Group, and Lauren Stewart, president and CEO of BookNet Canada, recounted the results of the most recent survey of AI use in the North American book industry, launched this past summer, which follows an initial survey done in summer 2025. (Robert Gray wrote up the survey details earlier this month in Shelf Awareness.)
Among key findings that Beland and Stewart reiterated:
- Larger organizations are significantly more likely to use AI and have formal processes around it.
- AI use is most common in sectors that "don't touch creative," such as administration and operations.
- The major concerns about AI involve trust, concerns about accuracy, and the protection of intellectual property.
Belan and Stewart said that they will continue to survey AI use in the book industry, and expand findings to encompass more of North America by working with representatives of the French-language book world in Canada as well as the book industry in Mexico.
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| Robin Fang |
Also at the International Supply Chain Seminar, Robin Fang, co-founder of Fox & Fable, an online bookstore in the U.K. that opened last year, outlined the store's unusual approach in one area--aiming to tap into AI assistants' book recommendations and fulfill orders stemming from those recommendations. Fang gave an example of someone telling their AI assistant that they had "an argument with their partner." The assistant might give relationship advice, mention resources, and recommend a book. By working with AI companies like OpenAI, Fox & Fable can be the obvious place to buy that book. "We embrace AI search," he said. The company's focus was predominantly on backlist because that it "where most historical data comes from."
"If ChatGPT recommends book, why buy it from us rather than anyone else?" Fang asked. "Because we are a source it can read, and readers keep choosing us. That trust builds slowly and can't be bought."
Under the company's model, it buys on a nonreturnable basis from publishers and works with them on special print runs. It has 33 publishing partners and plans to expand into the U.S. and the open market in Germany.
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Mehmet Toral, chief operating officer and general counsel for the research publisher Frontiers, reported in a Wednesday afternoon panel about AI and scientific, technical, and medical publishing, that Frontiers currently has a rejection rate of about 60%. The publisher began investing in AI tools as a starting point to be more efficient, he explained, but now "it's an arms race." Publishers are faced with AI-generated papers in such numbers that you "cannot deal with them in AI-generated tools."
It is a "huge volume issue" that is constantly accelerating. It can also be "uncomfortable" in the sense that you may have a legitimate paper that was translated with AI sitting beside another paper "where all the data may be synthetic." It has become such a "complex area" that it is difficult to give authors a "single, simple answer" about AI use. Frontiers advises them to use the tools they like but to use AI responsibly.
In the same panel, Chris Reid, senior director of product management at Wiley, said that while there are still some "financial arguments" for AI being a bubble, the technology is "transformative enough" that it will "stick around for some time." Demand is "growing very quickly," and he identified a shift from an "agentic discovery world," where users task AI with finding content and synthesizing it, toward an "agentic consumption world," where users are getting machines to do specific tasks.
On the subject of AI companies licensing content, Caroline Sutton, CEO of the International Association of Scientific, Technical, and Medical Publishers, said licensing could give STM publishers some leverage when dealing with AI companies. They could stipulate ways in which that content should be used, rather than having the model be "scrape and leave." Sutton stressed that if publishers don't try to create these stipulations, AI companies will do whatever they want with the content. "If they want to do it, they'll do it," she said.
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Shida Bazyar (photo: Christof Jakob)
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On the eve of the fair at a ceremony in Frankfurt, Die Lücken (Omissions) by Shida Bazyar, published by Kiepenheuer & Witsch, won the €25,000 (about $28,000) 2026 German Book Prize, honoring the best German-language novel of the year and sponsored by the Börsenverein's Foundation for Book Culture and the Promotion of Reading, the Deutsche Bank Foundation, the Frankfurt Book Fair, and the City of Frankfurt.
The jury wrote: "At home in Heimesbach--is that possible? Through the fates of individual characters, Shida Bazyar's novel Die Lücken (Omissions) reflects on nearly a century of the ambivalence of life in Germany. There were neighbours who watched as Jewish people disappeared from the streets. There are neighbours who make decisions that determine whether people with migrant backgrounds feel at home. The author employs compelling literary strategies: the perspective of a dead narrator and the text's kaleidoscopic structure enable the novel to move between different periods, as well as to create intimacy and distance. The close interweaving of fictional and documentary elements, of invented and historical figures--who are also given a voice--adds to the book's powerful resonance. A novel that stands against indifference."
Bazyar is also the author of The Nights Are Quiet in Tehran, which was nominated for the 2026 International Booker Prize.
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In a panel discussion Wednesday afternoon on the future of travel publishing, Lonely Planet publisher Piers Pickard said it was an "amazing time for travel," with 2025 being the "biggest year of travel ever," and the travel industry projected to grow from $5.5 trillion today to $9.6 trillion over the next decade. He noted that the growth is expected to come not only from more people traveling but also from people investing in higher-cost, more immersive "experiential travel."
Mairdumont editorial director Christine Brisch said her company's mission is no longer about giving information but providing "orientation." With travel content available all over social media, lack of information is "not the problem." Travelers need curation and guidance. She emphasized that orientation is "only worth something" if it can be trusted. Trust in a brand is built over years, and as AI content proliferates, that trust becomes increasingly valuable. Pickard agreed, saying that people don't need more recommendations, they need a way of turning recommendations into a great trip.
Both Brisch and Pickard said their companies are creating travel-related books that are not guidebooks. Mairdumont has been publishing travel literature for years, and recently has started to produce travel romance. Lonely Planet, meanwhile, has released a number of gift books like Toilets of the World: 100 Strange and Spectacular Thrones, Commodes, Loos, and Latrines and Where to Cheat on Your Cat: The Cat Lover's Guide to Travel.
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| Students Shama Emma Mohamed (left) and Isabella Veras (right) with Carlos Carrenho. |
On Thursday morning at the Frankfurt Book Fair, publishing consultant Carlo Carrenho offered insights into book markets around the world and discussed some of the fixed book price systems used in different countries.
Carrenho called Norway's system "one of the most radical," as it dictates that audiobooks cannot go on streaming services until a year after release. Fixed book prices are being discussed in both Poland and Brazil, with the proposed Polish system including, among other things, a cap on wholesale discounts at 45%. Carrenho, who is from Brazil but currently lives in Sweden, said he has a "controversial" stance on the proposed Brazilian system.
The most heavily discounted books in Brazil, he said, are typically bought by people in poorer socioeconomic groups. If discounts disappear, those titles could become much less accessible, and the country would be making popular books more expensive "so that higher classes can buy Dostoevsky." Asked what would have to change in Brazil to make the system viable, he replied drily: "The whole economic distribution in the country."
He added that protecting independent bookstores and independent publishers is important, but creating fixed prices is not the only way of doing that. Independent bookstores could receive tax exemptions or government grants, and large publishers could be made to give equal terms to retailers, he suggested. --John Mutter and Alex Mutter