"However, Zeyuan Gu, CEO of AI analytics company Adzviser, said there will still be questions over the quality of content, saying that it's not clear how the value will be determined. "In the traditional web, value was observable. A publisher could see views, clicks, session time, and get paid through real-time bidding based on real traffic," he said. "In an AI-first world, that signal gets very blurry."
""If a user asks a question and an AI gives a great answer, it's extremely hard to know which publisher's content influenced that answer." One possible issue for companies is whether Microsoft uses the same crawler for its AI content that it uses for its search function. If it does, then information providers will find it difficult to block content from use by Microsoft AIs without becoming invisible to its search engine."
Enterprises using AI for purchasing decisions or customer services could see more confident results if the systems perform reliably. Questions remain about content quality and how value will be determined in an AI-first environment. On the traditional web, value was observable through views, clicks, session time, and real-traffic-based real-time bidding. AI-driven answers obscure attribution, making it hard to identify which publisher influenced a response. If a search engine and its AI share the same crawler, providers may be unable to block AI use of content without sacrificing search visibility. Google uses separate bots for search and its Gemini AI.
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