AI’s Future: Why It Won’t Reside on Publisher Websites

Amy Ross Arguedas discusses how news publishers are leveraging AI for personalization, such as automatic article summarization and audio news formats. However, she expresses skepticism about the long-term viability of AI tools embedded in publisher websites. Current consumption trends show readers prefer aggregators like social media or news apps, rather than visiting individual publisher sites. AI tools that exist on these sites remain siloed and less effective. Instead, Arguedas advocates for integrating AI at the browser or operating system level, enhancing user experience by querying multiple sources simultaneously. She encourages publishers to adopt emerging standards like Model Context Protocol (MCP) and to explore new monetization methods that don’t rely on driving traffic to their websites. Ultimately, she urges a shift in focus toward creating valuable user experiences rather than pursuing outdated models centered on website traffic. This approach could foster a more open web ecosystem, enriching user interactions with content.

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