Internet Foundations Altered: Unprecedented Modification Abolishes Web's Basic Tenet - Forever, Your Data Access Undergoes Transformation
In the ever-evolving digital world, the integration of Artificial Intelligence (AI) is reshaping various sectors, and media and publishing are no exception.
Google, the dominant player in the search engine market, has taken a significant stride by incorporating AI into its search system. Now, many searches no longer return a list of blue links, but a text answer, marking the beginning of the era of zero-click searches.
This development, while convenient for users, raises concerns for content creators. The potential to reach audiences for free by publishing content that Google indexes is a double-edged sword. On one hand, it offers a platform for smaller publishers to gain visibility; on the other, it could potentially undermine the monetization strategies of these publishers.
Programmatic advertising, often monopolized by Google, has been a significant source of income for website creators. However, the shift towards AI-driven answers could disrupt this revenue stream. AI companies, at present, are primarily engaging with large businesses, neglecting smaller publishers.
The World Wide Web, primarily accessed through Google's search engine, has been criticized for its monopolistic nature. This monopoly, coupled with the walled garden model of social media platforms, has not made the world better informed and has not allowed independent, quality media to flourish.
In a notable shift, media companies such as Axel Springer, Fox Corp, and News Corp have been in negotiations with AI companies, including Meta, to negotiate payments for the use of their content in AI chatbot responses. This strategic move in 2025 marks a potential turning point in the relationship between media companies and AI firms.
Simultaneously, US media company Penske Media has sued Google over its AI summaries that embed ads and use publisher content without direct compensation. This ongoing conflict highlights the need for clearer guidelines regarding the monetization of content used by AI.
Anthropic, another AI company, reached a historic settlement with US authors and publishers to compensate for the use of copyrighted books in AI training. This settlement indicates the emergence of legal frameworks for content use by AI companies.
Despite these developments, the search-based model of the World Wide Web remains the dominant one, with around 68% of internet journeys starting from a search in 2019. However, concerns about commercial self-interest and the potential loss of media plurality persist.
In response, most publishers are attempting to reduce their dependence on Google and search, and are instead trying to form direct relationships with their readers and viewers. The open web, despite the commercial selfishness of search engines, has allowed new digital-only platforms to develop sustainably.
As we navigate this new landscape, it is crucial to remember that news is not a commodity. It has many angles, nuances, and decisions about what facts to communicate, which voices to include. The zero-click world risks losing this media plurality definitively.
Duncan Hooper, Head of Media at Impactum Group, emphasizes the importance of this issue. With a career spanning international media teams at Chinese broadcaster CGTN, our website, and Microsoft, Hooper's insights offer a valuable perspective on the evolving media landscape.
In conclusion, the integration of AI into media and publishing is a complex issue with far-reaching implications. As we continue to navigate this new terrain, it is essential to strike a balance between convenience, revenue, and the preservation of media plurality.
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