There is simply no path forward for a news outlet of any meaningful size trying to support itself on social and search traffic. So what will be the A.I. platform publishing strategy? Well, I’m going to make a couple predictions and we’ll see how I do:

The conversational A.I. search results will get better and quickly make the human-generated results beneath them feel like the current second page of search results.

Chasing maximum mass appeal social traffic for over a decade stripped most digital media companies of any real discernible audience, which means they can’t really replace social traffic with paying subscribers. The traffic drop-off from the current pivot to video on social will back them further into a corner.

In an effort to not look as desperate as they are, a handful of big publishers will announce they’re partnering with either Bing or Google to feed the A.I. assistants directly to make the A.I. search results “better” and “more accurate”.

Reporters will protest and resign and unions will scramble to create anti-A.I. agreements, but it won’t be fast enough. There will be a whole new SEO but for supplying information quickly to an A.I. There’ll be all kinds of fights about what kind of politics the A.I. is learning. There will also probably be a custom chatbot fad similar to the iPad-optimized website craze and the Everyone Needs A News App era.

On the brand side, companies will pay for greater visibility in the A.I. recommendations. For instance, a car company might pay to be among the options listed for “the best mid-size sedan” by the A.I. for a financial quarter. There’ll be all kinds of fights about what is and isn’t an ad.

Google adsense-like programs for A.I. citations will roll out for smaller publishers and the last remaining bloggers, like the food writers who make the recipes the A.I.s are spitting out. They will also probably be some convoluted way to reformat your site to better feed the A.I. And I imagine Google will probably also figure out a way to shoehorn YouTube in there somehow.

And, finally, all of these initiatives will lead to a further arms race between A.I. platforms and individuals using A.I. tools of their own to game the system, which will further atrophy the non-A.I.-driven parts of the web.

from I hope I’m wrong!