A rock has been thrown into the pond of digital publishing and it is making waves. Referrals from search engines are falling. For media organisations whose business models involve attracting eyeballs to sell advertising, this could be the beginning of an existential crisis.

For organisations that depend heavily on organic search to bring in readers, less search traffic means less revenue. Fewer clicks mean fewer impressions, which translates into fewer opportunities to serve ads and generate the revenue that funds newsrooms, and large parts of the media ecosystem.

We have seen this movie before. When Craigslist and other online classified ad sites like job boards first appeared, they hollowed out local newspapers and B2B trade magazines that relied on listings to survive. Then came the rise of Google and Facebook (now Meta), platforms that absorbed not just attention, but also most of the ad dollars that used to support traditional publishers. Display advertising and native content shifted en masse to the tech giants, leaving media companies to fight over the scraps.

A New Platform Shift?

It is too early to be certain, but we could be seeing the early signs of another disruptive platform shift. This one is not driven by marketplaces or social media, but by AI-powered search and chat interfaces. Large Language Models like ChatGPT, Claude, Mistral – and Google’s own AI Overviews – now intercept the user before they can make a revenue-generating click.

Rather than directing readers to the publisher’s site, AI tools increasingly answer questions directly, pulling in information from across the web and rephrasing it in natural language. The ten blue links that have long been the lifeblood of search-driven publishing may be fading in importance.

Some publishers are sounding the alarm. Others are taking proactive steps, either by blocking large language models (LLMs) from crawling their content or by striking licensing deals. But the dynamics are uneven.

Follow the Money

What happens if advertising appears directly inside these AI tools? Sam Altman, CEO of OpenAI, recently softened his earlier stance against ads, saying in interviews that some form of advertising could eventually play a role in ChatGPT and similar systems. Google, of course, already blends ads into its AI-generated results.

If that happens, the revenue would flow not to the publisher, but to the AI company delivering the answer. That is a profound inversion of the current model: the publisher does the hard work of original reporting or analysis, and the platform monetises the output with little or no compensation in return.

Can publishers opt out? Technically, yes. They can block crawlers like OpenAI’s GPTBot or Google’s AI training systems using robots.txt files. But this is not a guaranteed path to sustainability. Blocking access might protect your content from being scraped, but it also means you are not in the training data, and you won’t be considered for any licensing deal – assuming those deals are available for publishers outside the top tier.

With the entire web available for training, why would an AI developer pay to license content from the average mid-tier news outlet or specialist blog? The harsh reality is that most won’t.

The Subscriptions Lifeline

For some publishers, there is a viable path forward: publishing must-have content that people are willing to pay for directly. Many outlets have already made this transition, like The New York Times, The FT, and The Economist, and also a growing number of Substack newsletters. For them, direct reader revenue insulates them from algorithmic shifts in traffic.

But this model is not viable for everyone. Local papers, niche publications, and resource-strapped outlets may find it impossible to build and maintain a large enough subscriber base. And even for those who can, it means a shift in editorial priorities from reach to retention, and from general interest to distinctive value.

Meanwhile, the internet will still be awash with content, because for many people and businesses, content is not the product, but merely a by-product. Companies blog to attract leads. Influencers post to grow their brand. Academics write to boost their reputation. Content will continue to flow, whether or not it is monetised with ads or subscriptions.

Quantity, Quality, or Both?

Will this shift lead to worse content overall, or better? We don’t know yet. It is possible that content designed purely for search engine optimisation, or SEO – what some people call “content farms” – will fade away because AI systems will distill and replace much of that repetitive, low-value material. That could be a net win for the rest of us.

But it is also possible that valuable, human-driven content will become scarcer in the open web, either locked behind paywalls, or produced less frequently because the financial incentives are shrinking.

Some AI companies say they want to fund journalism or partner with publishers. That is encouraging, but history shows that tech platforms optimise for their own metrics, not the health of the media ecosystem.

Faster Than Ever

The old bargains of content for attention, and attention for ad revenue are being re-negotiated. Just as social media reshaped distribution, AI will reshape discovery and attribution.

Change has never been so fast, and it will never again be so slow. Publishers have to reimagine the value of their work in a world where visibility can no longer be taken for granted. And they have to do it quickly.

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