AI search demands a new audience playbook

Most readers start looking for information with AI. Publishers need a new audience map to meet them where they are.

For publishers, one of the observations that’s often cited about AI search is that the people who click through are more intentional than those who come from traditional search. In other words, sure, AI might be nuking your referral traffic, but at least the people coming from there are more likely to engage, and potentially become loyal readers.