People Inc. forges AI licensing deal with Microsoft as Google traffic drops, signaling a major shift in how publishers navigate AI partnerships. As Google Search referrals decline—down from 54% to 24%—many are asking: Why is People Inc. partnering with Microsoft, and what does it mean for AI licensing, publishers, and the future of news traffic?
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This new agreement positions People Inc. (formerly Dotdash Meredith) as an early partner in Microsoft’s publisher content marketplace, following its earlier deal with OpenAI.
Why People Inc. forges AI licensing deal with Microsoft
People Inc. forges AI licensing deal with Microsoft to support a new “pay-per-use” content marketplace. Under this model, AI developers—starting with Microsoft’s Copilot—will directly pay publishers to utilize licensed articles and media.
CEO Neil Vogel describes the marketplace as an “à-la-carte system” that compensates publishers fairly for content feeding large-scale AI models. The deal is framed as a strong validation of People Inc.’s content value as AI training data becomes a cornerstone of the industry.
People Inc. forges AI licensing deal with Microsoft as Google traffic drops — what changed?
During parent company IAC’s Q3 results, People Inc. revealed a steep decline in Google Search traffic.
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Search referrals two years ago: ~54%
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Recent quarter: ~24%
Executives blame Google’s AI Overviews, which surface AI-generated summaries instead of directing users to publisher websites. This trend is pushing major media companies to diversify traffic sources and seek paid content licensing deals with AI leaders.
What’s next after People Inc. forges AI licensing deal with Microsoft?
The deal signals a turning point: publishers are shifting from dependence on Google Search to structured AI partnerships. With Microsoft taking the lead, and OpenAI relationships growing, People Inc. is positioning itself as a paid content provider in the AI ecosystem.
As traffic from Google decreases, AI licensing may become the industry’s new business model—rewarding original content and securing sustainable revenue.
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