Media Control has announced a new AI tool called Demandsens that can create precise sales forecasts for new books using machine learning algorithms. The tool works with data on sales, returns, pre-orders, and social media insights to predict sales figures as accurately as possible. It is expected to be available in the first quarter of 2025 and will be used by publishers, retailers, and industry representatives. The tool achieved an average accuracy of 82% in a test phase and has caused a stir in the book market. While some see advantages in using AI for sales forecasting, others are concerned about the potential impact on small publishers and less well-known authors.