The model has fallen under scrutiny, however, with the advent of generative artificial intelligence. Using gen AI, search products like Google’s Search Generative Experience and Microsoft’s Bing can answer user inquiries without directing them to publishers’ websites, jeopardizing the dynamic on which intent media relies.
Additionally, a depressed advertising climate has acted as a headwind for nearly every media company, throttling revenues and leading to a wave of cutbacks and closures across the industry.
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