Executives at People Inc. say they will not block Google's AI crawlers yet. The company remains reliant on search referrals, even as traffic from Google declines.
CEO Neil Vogel confirmed the company will not block Google's AI crawlers for now, citing ongoing dependence on Google search referrals for audience, content discovery, and revenue. Despite a noticeable drop in traffic from Google, Vogel said the risk of losing remaining search-driven visitors is too high to justify cutting off Google's crawlers at this stage.
During the latest earnings call, Vogel described a dilemma familiar to many publishers: while there is a desire to control how content is used by AI systems, the potential loss of search visibility and referral traffic remains a significant concern. CFO Tim Quinn noted that People Inc. is approaching a point where search is no longer a major driver of value, but the company has not yet crossed that threshold. As a result, executives see the option to block crawlers as a future tool, not an immediate action.
This cautious approach reflects broader uncertainty in the publishing sector, where companies weigh the benefits of protecting content against the risks of reduced discoverability. The debate over AI crawlers comes as publishers explore new strategies for audience growth and revenue, including partnerships, subscriptions, and alternative distribution channels. For some, the threat of blocking Google’s crawlers has become a bargaining chip, as discussed in recent industry briefings.
These strategic decisions echo the complex rights and revenue questions seen elsewhere in media, such as the ongoing disputes over creator intellectual property in Hollywood. For example, studios and creators are navigating new ownership challenges as described in this recent report on IP battles in entertainment.
