"But Google's PR and leadership has maintained a bizarre counter-narrative that AIOs generate equal revenue to and more traffic than traditional search. The company has long asserted - using these exact words - that AIOs "send traffic to a greater diversity of sites." In fact, that line was just repeated by a Google spokesperson to TechCrunch , which covered the Penske suit."
"Agentic Accountability But many media execs are nervous because, well, you can't hold a robot accountable. Developers are, for example, creating protocols for AI agents to access websites and use APIs. But once we reach the point where agents are taking instructions from other agents, it gets really challenging - if not impossible - to trace the source data and ensure accountability, says Marc Maleh, CTO at digital agency Huge."
Penske Media filed suit against Google for using publisher content without license in AI-generated search answers called AIOs. The complaint ties AIOs to Google's search monopoly by alleging publishers must allow AI scraping to have their sites crawled, forcing data handovers or risking ranking loss. Google claims AIOs send traffic to a greater diversity of sites and generate comparable revenue and traffic. Penske requests a jury trial. Developers are creating protocols for AI agents to access sites and APIs, but agent-to-agent instruction complicates tracing source data and ensuring accountability, raising risks without guardrails.
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