AI threatens to upend brand publishing strategies

The rise of artificial intelligence chatbots and search tools threatens to undermine the content strategies and publishing approaches being employed by brand publishers. While most public chatter has focused on generative AI’s ability to ease content production and creation, behind closed doors, marketers who have invested significant resources in content operations and branded publications worry that generative AI could significantly impact their ability to attract and engage with audiences, as tech giants such as Google and Microsoft strive to answer users’ queries directly rather than directing them to brands’ sites. In recent weeks it’s become clear that AI chatbots draw on publicly available web content to train their models and to inform their responses, but it remains