Every publisher is facing a pressing question right now, “Should we block AI bots from scraping our content? And if so, how do we actually do it?” Website visits to ChatGPT, Claude, Google Gemini, and others have exploded, accounting for well over 15 billion visits on a monthly basis.1 You’ve seen the headlines. Major news publishers are reporting that AI-generated answers are hurting their website traffic, with some seeing drops of 10% to 15% … even up to 50% in extreme cases. But here is the reality: Not all publishers are impacted equally. AI threat level by publisher type National news outlets are shouting the loudest because they are the most highly impacted by generative AI. However, the impact of AI varies wildly depending on your niche. Here is how I breakdown the risk level of generative AI across the media industry: National News (Very High Risk): These organizations are hit the hardest. They compete…
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