People Inc. is tightening control over how AI platforms access its content. The company now blocks all AI scrapers by default, only allowing approved partners with licensing deals. Jonathan Roberts explains why trust in creators matters more than trust in AI.
Media companies face a growing challenge as AI platforms seek access to publisher content, raising questions about control, compensation, and trust. Jonathan Roberts, Chief Innovation Officer at People Inc., said the company is taking a firm stance by blocking all AI scrapers unless they have formal licensing agreements. This move aims to protect both the value of People Inc.'s content and the accuracy of how it is represented in AI-generated responses.
Roberts explained that while publishers want their content to appear in AI search results, unrestricted scraping can undermine their business. He noted that AI chatbots often blend information from multiple sources, sometimes introducing errors or fabrications. According to Roberts, audiences are increasingly skeptical of AI-generated answers and instead place their trust in individual creators and editors, especially those with established reputations on social platforms.
To address these concerns, People Inc. has shifted from blocking only known bad actors to blocking all AI scrapers by default. Only select AI partners with licensing deals, such as OpenAI and Meta AI, are granted access. Roberts said this approach ensures that People Inc. can monetize its content while maintaining editorial standards and proper attribution. He emphasized that platforms benefit from high-quality publisher content, but publishers need a clear economic incentive to participate.
Roberts also discussed the broader backlash against AI, citing public anxiety over job losses and skepticism about the reliability of current AI tools. He argued that while AI offers new opportunities for entrepreneurship and rapid product development, the benefits have yet to be fully realized by most people. He said publishers and their partners must work together to demonstrate the positive impact of AI, rather than focusing solely on potential downsides.
Concerns about AI scraping and content misuse are not limited to People Inc. In the UK, lawmakers are considering new regulations to require AI bots to identify themselves when collecting publisher content, a move supported by many publishers who see hidden scraping as a threat to revenue and transparency. For more on this legislative push, see the recent coverage of UK efforts to regulate AI web scraping practices.
