Competition in AI is spurring big players to think again about the role media and content can play in their success

No matter the cost of the pen, it still needs ink and something to write about. The next big AI payday could be playing right into media's hands.

by Rob Corbidge

Published: 15:01, 11 December 2025

In an age of apparent complexity, simple, truthful observations are the thinking material of choice. Just such an observation has been provided to us recently by Ezra Eeman, of the Dutch national broadcasting administration NPO. 

During a conference at the JournalismAI Festival 2025 in London, where discussions understandably centred around the burgeoning use of AI in journalism, and Eeman himself talked about how his organisation is using AI in workflows, he turned the view on its head by stating: "The bigger play that’s happening, of course, is that media is being added to AI - becoming part of AI systems."

Hmm. This is one of those situations where seeing the same thing from different perspectives is truly valuable and can help recolour a picture entirely. Frankly, it's good to hear a senior media figure reiterate what many have hoped since the arrival of AI: in competing with each other, those with the data - and the deals - become king.

From Ask Jeeves to ask anything

There is no doubt now that we're entering the era of the Answer Engine, or Query Engine, or simply AI search. Personally, I hope Query Engine wins out, but it's not the most promising phrases that necessarily win the common description game, as we've found travelling along the information superhighway.

Indeed, as we enter this new phase of information retrieval, for the internet archaeologists among us, it's worth reflecting that the marketing concept of Ask Jeeves is closer to where we have arrived now than the OG Q&A product was before it was out-muscled by Google Search. Despite not having the technology to meet the promise of natural language answers to natural language queries, the aspiration was there, if in name only.

Here is where we are though, with natural language queries being answered in natural language responses. There's no putting that genie back in the can, nor should there be a desire to.

What is apparent though is Mr Eeman's point: media is being added to AI, not the other way around. Much as video didn't actually kill the radio star, conventional search will continue to have utility, yet the ease of use of transformer-based systems and way they are packaged into what look like regular search tools and everyday apps, will likely see them triumph in day-to-day information retrieval. They are simply an easier tool to use than going to Google and following threads, no matter the quality of the silk.

Despite the awful, indefensible situation we have seen where the work of others is taken without consent and spun into value for businesses that care not for the originators of the data used, a different world is now becoming visible, and it looks somewhat inevitable. If, as Eeman believes, media is to become AI, then the media that powers the AI still has a distinctive role to play, one in which it can regain value.

By way of useful example, Meta, currently something of an also-ran in the public-facing AI stakes, still harbours serious ambition in the sector, backed by Meta's cash mountain and a focus which saw the company recently ditch its dubious-from-the-outset Metaverse to clear the decks and double down on AI products that people actually want.

As part of this new AI strategy, Meta announced last week a raft of content licensing deals with USA Today, People Inc, CNN, Fox News, The Daily Caller, Washington Examiner and Le Monde. More are apparently planned.

It seems like this could be the start of a natural progression from the "fill your boots with scraped data and tell everyone it's not a crime, it's the future" situation we've been in hitherto. Meta's plan is to make a virtue of the sources it is using, and also a loudly proclaimed marketing hook: "Our sources are good and disparate, that's why you should trust our system more than the others!".

Meta said: "When you ask Meta AI news-related questions, you will now receive information and links that draw from more diverse content sources to help you discover timely and relevant content tailored to your interests."

It also looks like Meta is seriously considering a subscription model for full access to this service, apparently code-named Avocado. If making use of good and constantly updated sources can be sold as a desirable feature, then it's quite possible it will succeed.

If it does, it will reinforce that there is a market to be won - the market for fresh content and exclusivity deals - and a market for cooperation with rights-holders and creators.

Meanwhile yesterday Google also announced a payment scheme to reward those whose work is used in AI search results.

It's not a deluge of deals, and there are big questions for smaller publishers who don't have the clout or voice to kick up a noisy fuss. Nor can we excuse how media makers and creators have been roundly ripped off to date, and there is years of litigation and legislation to be played out - slowly - before we feel "made good", if we ever do. 

But, in a world where entire publisher sector revenues and valuations look like Big Tech budget rounding errors, it makes sense to consider how we can be rounded up and rewarded, rather than rounded down and diminished. Those golden pens still need ink and ideas. Today it is the big players being rewarded, tomorrow we can hope it is everyone else.

We, the media, are becoming the AI, and becoming the market. We always were, really.