"Generative AI didn't just transform search results this past year; it upended how monetization works on the open web. So how have digital publishers been faring in this new era of content discovery? Uh, let's just say things aren't looking great. As expected, the rise of zero-click AI chatbots and answer engines caused massive drop-offs in publisher referral traffic in 2025."
"But publishers aren't taking these blows lying down. Some are filing lawsuits against Big Tech companies and generative AI startups, seeking compensation for unauthorized content scraping and alleged copyright infringement. Publishers are also exploring models for making AI companies pay to access their content or use it in responses to queries. And, naturally, pubs are also looking for ways to turn AI tech to their advantage."
Generative AI reworked search results and upended monetization on the open web. Zero-click AI chatbots and answer engines produced massive drop-offs in publisher referral traffic in 2025. Many publishers reported losses of 20–90% in traffic and revenue, and some smaller outlets have already shut down. Advertisers are left with fewer publishing partners, which pushes more ad spend into walled gardens. Publishers are pursuing lawsuits alleging unauthorized scraping and copyright infringement and are exploring ways to make AI companies pay for content access or usage. Publishers are also experimenting with turning AI technologies to their advantage.
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