Introduction
The relationship between tech giants and content publishers has always been complex. However, the rise of artificial intelligence (AI) has added new friction points. At the heart of this debate is Google, whose web crawlers—once seen as vital for driving traffic to publisher websites—are now accused of powering AI models without proper compensation.
This tension came to the forefront during the Fortune Brainstorm Tech conference, where Neil Vogel, CEO of People, Inc. (formerly Dotdash Meredith), openly criticized Google’s practices. His remarks reflect a broader concern across the publishing and media industry: how do creators and publishers protect their content in an era when AI thrives on large-scale data consumption?
The Growing Rift Between Publishers and Google
Google’s Role in Web Traffic Decline
Just a few years ago, Google Search accounted for as much as 90% of traffic for some publishers, including People, Inc. Today, that figure has dropped dramatically to the “high 20s.” For publishers who built their business models around search-driven visibility, this decline represents a seismic shift.
Why Publishers Are Calling Google a “Bad Actor”
Neil Vogel argues that Google is exploiting publishers by using the same crawler for both search indexing and AI model training. This dual use means publishers can’t block AI crawlers without also cutting off the vital traffic that Google Search still provides.
Neil Vogel’s Criticism of Google
The Issue with a Single Crawler
Vogel insists that Google’s refusal to split its crawler between search and AI makes it a “bad actor.” Unlike companies such as OpenAI—described by Vogel as a “good actor” for signing content deals—Google continues to extract value without offering fair compensation.
Traffic Declines and Revenue Shifts
Despite these challenges, Vogel emphasized that People, Inc. has managed to grow its audience and revenue. Still, he warned that allowing Google to repurpose publisher content for AI threatens the long-term sustainability of quality journalism and media.
The Case for Blocking AI Crawlers
Blocking AI crawlers is emerging as a key leverage point for publishers. By restricting unauthorized data scraping, publishers hope to force AI companies into formal content licensing agreements.
The Role of Cloudflare and AI-Blocking Solutions
How Cloudflare Is Helping Publishers
People, Inc. is already using Cloudflare’s AI-blocking solution, which prevents unauthorized scraping. This move has reportedly prompted several large AI firms to approach with content partnership discussions—proof that publishers can negotiate when they control access to their data.
Challenges with Blocking Google
The major obstacle remains Google. Blocking Google’s crawler isn’t realistic, as it would erase the 20%+ of traffic that still flows from search. This dynamic leaves publishers in a difficult bind: reliant on Google for visibility, yet wary of its AI ambitions.
Industry Voices on the AI Content Debate
Perspectives from Ankler Media
Janice Min, CEO of Ankler Media, echoed Vogel’s sentiment, labeling tech giants like Google and Meta as “content kleptomaniacs.” Her company has chosen to block AI crawlers entirely, signaling a hardline stance.
Cloudflare’s Legal and Regulatory Insights
Cloudflare CEO Matthew Prince added that copyright law may not be the best tool for publishers to fight back. Because AI outputs are often considered “derivative works,” they may be protected under fair use. Instead, Prince predicts regulatory interventions or direct compensation models will emerge.
The Future of AI, Content Rights, and Publisher Leverage
Potential Regulatory Shifts
As governments examine AI’s impact, new copyright and data-use regulations are likely. These could force companies like Google to compensate publishers, similar to recent settlements in the book publishing industry.
Predictions for Content Compensation
Prince predicted that within a year, Google will begin paying publishers for the right to use their content in AI models—a development that could reshape digital media economics.
What This Means for Publishers, Marketers, and Entrepreneurs
Navigating Traffic Losses
The decline in Google-driven traffic is a wake-up call for businesses. Relying solely on search is no longer sustainable.
Building Direct Audience Relationships
Email newsletters, branded communities, and direct engagement are becoming essential. Publishers who own their audience relationships will be less vulnerable to platform shifts.
Exploring Partnerships with AI Companies
Rather than resisting AI entirely, forward-thinking publishers may find opportunities in content licensing deals—transforming a threat into a revenue stream.
Where Trenzest Fits In
At Trenzest, we understand the challenges that come with rapidly evolving digital ecosystems. Our resources help publishers, entrepreneurs, and marketers stay ahead of AI-driven changes, ensuring content remains both visible and valuable.
Explore our marketing insights for strategies to adapt to declining search traffic.
Learn how to leverage AI tools responsibly to drive growth.
Discover ways to future-proof your brand in a shifting content economy.
By embracing innovation and building smarter strategies, businesses can turn disruption into opportunity.
Conclusion: A Changing Digital Landscape
The conflict between publishers and Google is more than a business dispute—it’s a glimpse into the future of digital media. As AI reshapes how content is discovered, consumed, and monetized, publishers must fight for fair value while exploring new strategies.
Companies like Trenzest provide the insights and tools to navigate this uncertainty—helping businesses not just survive but thrive in the AI-powered era.
