--- title: "Reclaiming the Click: How Publishers Compete in the AI Era" description: AI summaries are cutting publisher traffic, but opportunity remains. Explore how media brands can regain control, boost engagement, and thrive beyond search. image: https://blog.ex.co/hubfs/2025%20Blog%20Images/EXCO_AI-Guide_Blog_1200x630.png --- [![EX.CO](https://ex.co/wp-content/themes/tg/assets/images/general/logo-dark.svg "EX.CO Home")](https://ex.co)[Blog](https://blog.ex.co/)Press Release [Get in touch](https://ex.co/contact/) - [Login](https://login.ex.co/login) - [Contact Sales](https://ex.co/contact/) - My Platform - Technology - [OVP](https://ex.co/ovp/) - [Monetization](https://ex.co/monetization/) - [CMS](https://ex.co/cms/) - [Player](https://ex.co/player/) - [Vertical](https://ex.co/vertical-player/) - Solutions - [Publishers](https://ex.co/publishers/) - [CTV/DOOH](https://ex.co/ad-server/) - [Sales Houses](https://ex.co/ad-partners/) - [Advertisers](https://ex.co/advertisers/) - Resources - [Case Studies](https://ex.co/case-study/) - [Blog](https://blog.ex.co/) - [Help Center](https://support.ex.co/) - [Industry Guides](https://ex.co/guides/) - [Glossary](https://content.ex.co/glossary) - [Get in touch](https://ex.co/contact/) - [Contact Sales](https://ex.co/contact/) - Company - [About us](https://ex.co/about/) - [Leadership](https://ex.co/leadership-team/) - [Careers](https://ex.co/careers/) - [Press Room](https://ex.co/about/news/) # Reclaiming the Click: How Publishers Compete in the AI Era December 02, 2025 - by [Tammy Blythe Goodman](https://blog.ex.co/author/tammy-blythe-goodman) ![](https://blog.ex.co/hubfs/2025%20Blog%20Images/EXCO_AI-Guide_Blog_1200x630.png) Digital [publishers](https://content.ex.co/glossary#publisher) have always raced to stay at the top of search results, constantly adjusting to the shifts and quirks of Google’s algorithms. It was never easy, but even after a major update, media companies could usually bounce back and reconnect with audiences. However, [publishers](https://ex.co/publishers/) are now up against more than another [SEO](https://content.ex.co/glossary#seo) curveball. In 2025, the rise of [AI-powered](https://content.ex.co/glossary#ai-powered) search summaries is rewriting the rules of discovery. Instead of clicking through to individual sites, audiences increasingly get answers directly on the search results page, bypassing the very sources that produce the content. [Research indicates](https://www.theguardian.com/technology/2025/jul/24/ai-summaries-causing-devastating-drop-in-online-news-audiences-study-finds) that even the highest-ranking sites can see as much as a 79% drop in referral [traffic](https://content.ex.co/glossary#traffic) when AI-generated responses take top billing. Yet within this disruption lies a rare opportunity. [Publishers](https://content.ex.co/glossary#publisher) can step out from under the whims of algorithms and start building business models that thrive on their own terms. By focusing on direct engagement, loyalty, and [creative](https://content.ex.co/glossary#creative) experiences, they can reclaim control—designing content and platforms that audiences don’t just find, but genuinely connect with. ## How AI is rewriting the rules of search The widespread use of consumer AI has fundamentally changed how people find information. Google’s new AI Overviews now surface in a large share of searches, while chat assistants and generative platforms summarize and synthesize answers before users ever click a link. The results are hard to ignore: several major media outlets report losing [roughly a quarter of their Google Search traffic](https://digiday.com/media/google-ai-overviews-linked-to-25-drop-in-publisher-referral-traffic-new-data-shows/) since AI summaries began dominating results. That decline goes beyond lost clicks; as more readers get answers without ever visiting the source, it erodes the core value these companies offer. Some major media companies have filed lawsuits against AI platforms. But even if [these cases](https://www.nytimes.com/2025/05/30/technology/google-search-antitrust-chrome.html) or new regulations slow things down, the bigger shift is already happening. AI-assisted discovery has changed user habits—people expect answers instantly, without leaving the page or the chat window. So the real question becomes: if audiences no longer arrive through search, how do media companies bring them in at all? ## The price of limited [reach](https://content.ex.co/glossary#reach) It isn’t just [publishers](https://content.ex.co/glossary#publisher)’ revenue that’s at risk—it’s the ability for audiences to encounter a wide range of viewpoints. For years, search engines acted as an open gateway, connecting readers with stories and perspectives they might never have found otherwise. Now, as AI tools summarize and serve up answers directly, that open flow is closing. Discovery is happening inside a few walled systems—each quietly deciding which voices rise and which disappear. Big media companies will likely weather the shift. But for smaller outlets, visibility was the lifeline that kept them sustainable. When the path to audiences narrows, diversity in coverage and perspective fades with it. Protecting that openness is essential to keeping journalism viable and ensuring readers have real choice in what they see and trust. ## Rewriting the discovery playbook Even though AI is reshaping the landscape, [publishers](https://content.ex.co/glossary#publisher) are finding ways to pivot—connecting with audiences, boosting engagement, and turning challenges into clear, actionable opportunities. Here’s how versatile media companies are adapting: 1. Reclaiming discovery with video As search becomes less reliable, video is becoming a powerful new entry point for audiences. [Publishers](https://content.ex.co/glossary#publisher) are using [contextually relevant](https://blog.ex.co/pr/exco-expands-video-technology-platform-to-support-ai-driven-recommendations-and-premium-video-libraries-for-publishers) and short-form video to bring stories to life across their own sites, apps, and newsletters—meeting users where they already engage. Unlike static text summaries, video deepens time-on-page, boosts recirculation, and turns passive readers into active viewers. And while AI can summarize written content in seconds, it can’t replicate or condense a video experience—making video one of the few mediums that still demands direct engagement. 2. Using AI to extend, not erase, editorial voice. AI can help behind the scenes—summarizing articles, translating stories, or organizing archives—while humans stay in charge of reporting and storytelling. Some [publishers](https://content.ex.co/glossary#publisher) are experimenting with AI to enhance reader experiences, turning AI into a driver of engagement rather than a source of lost [traffic](https://content.ex.co/glossary#traffic). 3. Building loyalty and community The focus is shifting from attracting one-time visitors to nurturing long-term relationships. Subscriptions, events, and community forums transform casual readers into invested audiences who trust and return to the brand. 4. Creating content and experiences that can’t be replicated Original reporting, distinctive voices, and immersive multimedia elements give readers a reason to seek out a brand directly. The site becomes a unique experience that's more fulfilling than an AI summary, making each platform a true destination rather than just a stop along the search journey. 5. Collaborating strategically Some [publishers](https://content.ex.co/glossary#publisher) are partnering with tech platforms or service providers to amplify [reach](https://content.ex.co/glossary#reach), streamline distribution, or improve [monetization](https://ex.co/monetization/), while carefully maintaining control of their brand and audience relationships. ## A practical pivot, not a panicked retreat AI can make it easier for readers to get answers, but it also risks limiting sources and homogenizing content. Versatile media companies respond by focusing less on fleeting [SEO](https://content.ex.co/glossary#seo) wins and more on experiences that keep audiences coming back, such as newsletters, apps, events, and content formats that AI can’t easily replicate. They stand out by strengthening brand identity, cultivating loyalty, and creating immersive multimedia, while using AI to amplify their voice rather than replace it. In an AI-driven search landscape, these approaches give [publishers](https://content.ex.co/glossary#publisher) the edge to engage and grow. *Want to see how leading [publishers](https://content.ex.co/glossary#publisher) are turning AI disruption into lasting growth? Dive into Navigating the AI [Traffic](https://content.ex.co/glossary#traffic) Cliff: The [Publisher](https://content.ex.co/glossary#publisher) Playbook for real-world examples, expert insights, and proven strategies shaping the next era of audience discovery.* [![Get the guide](https://no-cache.hubspot.com/cta/default/6184888/f0cc2573-e9fb-4656-9713-c0ac3455020a.png)](https://cta-redirect.hubspot.com/cta/redirect/6184888/f0cc2573-e9fb-4656-9713-c0ac3455020a) ### Speak to an expert ## Recent posts ## About Tammy Blythe Goodman Tammy Blythe Goodman is VP, Brand Marketing & Communications at EX.CO. Prior to joining EX․CO in 2022, Tammy managed global communications at Taboola, Innovid, and SpotX, respectively. She has an MFA in Film from Columbia University and a BA in Communications and Literature from American University. Tammy lives in New York City and is a proud rescue dog owner and passionate pluviophile. 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