Media outlets are shifting strategies to serve artificial intelligence agents directly, launching dedicated machine-readable feeds and exploring new licensing models as the open web evolves toward hyperpersonalization.
As more and more people start using similar digital tools to stay informed, media outlets are starting to adapt their content to be read directly by readers' AI programs.
Jacquelyn Cameron, chief revenue officer at Axios, notes that the open web is being degraded and search engines are shrinking, while personalization is on the rise. Media outlets are dealing with this new reality in different ways.
Agreements, litigation and new tools
Some publishers, such as Condé Nast, have struck deals to allow AI platforms to feature their content. Others have taken legal action. The New York Times filed a lawsuit in 2023 against OpenAI and Microsoft for using copyrighted material to train AI systems, and the case remains ongoing.
At the same time, technical solutions are emerging. A company called AIOSEO has released a feature that provides websites with special files, helping artificial intelligence programs identify and interpret their content.
New content streams for programs
Axios, a news organization, has announced the creation of dedicated data feeds designed exclusively for artificial intelligence programs. The first such feed is aimed at professional services subscribers and provides information on mergers and acquisitions. A second feed, intended for training internal systems, is expected to be released next year, while a third feed is planned that will be aimed directly at the general public.
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For its part, tech outlet Every offers options in its articles that allow readers to interact with the content through conversations with artificial intelligence. For example, the outlet published an extensive 8.000-word article that subscribers’ plans can adapt into articles, podcasts or videos.
A market that is now taking shape
Rasmus Kleis Nielsen, a professor of communication at the University of Copenhagen, says the content market for artificial intelligence programs is still in its infancy, immature and has huge disparities.
The cost of these services varies significantly. A full subscription to Axios’ professional services costs $2.499 per year, while an annual subscription to Every costs $288.
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