Barnes & Noble CEO comment about AI-generated books has social media rethinking the brand’s goodwill

Barnes & Noble has an incredible comeback story. In 2019, the American bookstore chain was facing bankruptcy, but it’s since returned to a position of growth: In 2025, the franchise opened 67 new stores across the United States, and 60 more are slated to open throughout 2026. But recent comments from the brand’s CEO have some social media users convinced Barnes & Noble is wasting all its goodwill. James Daunt, who took over the company in 2019, shared how he plans for Barnes & Noble to adapt to the AI era—and those plans have some book lovers rethinking their relationship to the brand. “We will stock them”: Barnes & Noble opens its arms to AI In an interview with NBC News , Daunt said that he’s more than willing to stock AI-written books on Barnes & Noble’s shelves. “I have actually no problem selling any book, as long as it doesn’t masquerade or pretend to be something that it isn’t, and that it has an essential quality to it, and that the customer, the reader, wants it,” Daunt said.