With AI encroaching on all corners of the internet, from bogus articles to Instagram Reels, there's concern that human-made content is under threat, and as a result, so are the film, music and publishing industries.
There are AI actresses, AI-generated music filling up Spotify and AI answers at the top of Google Search, above the 10 blue links.
But consumers of news and media remain uncomfortable with the idea of fully AI-generated content. A recent Reuters Institute survey of people in six countries, including the US, found that only 12% of people are comfortable with fully AI-generated news, compared to 62% who prefer their news entirely human-produced.
That desire for human-made content has some publishing executives optimistic, including Vivek Shah, CEO of CNET owner Ziff Davis. He said as much in a recent episode of the podcast Channels with Peter Kafka.
"The narrative around is that the declines in search traffic somehow are existential and I just don't see it that way," said Shah.
"I still think we prefer words and sounds and videos from humans," he added. "Do I think that the robots will eat into some of that? I do."
Internet search and content analysts see the same preferences among consumers.
"I also agree that as Google continues to roll out new AI search features like AI Overviews and AI Mode, users will continue to seek authentic content from real humans," said Lily Ray, vice president of SEO strategy and research at Amsive, a marketing agency, "and when the AI answer isn't sufficient to meet those needs, they will continue to search for content that provides that sense of real human connection."
As AI is rapidly shifting how people find information online, publishers are moving quickly to strike deals. News Corp, Axel Springer and Future PLC have signed content licensing deals with OpenAI, for example. Other companies are taking on AI companies directly.
AI models are trained on the entire corpus of information found online, which includes published journalistic content. Recently, Penske Media, which owns Variety and Rolling Stone, sued Google over its use of AI Overviews, which gives AI-generated answers at the top of search. Penske alleges that Google is abusing its monopoly power in online search and that AI Overviews steals Penske content, circumventing the need for readers to click on articles directly.
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