The Open Web is gone, but the knights of journalism understand their fight in an AI world

Action to prevent Tech Takeover 2.0 sees media and publishing companies take the fighting path against AI and no-click searches.

by Rich Fairbairn

Published: 15:26, 11 June 2026

Reflecting on the major WAN-IFRA World News Media Congress in France last week, it would be great to pinpoint a single dramatic moment which somehow changes the trajectory of news and journalism in an AI world.

There wasn’t, but who would expect that from within our industry anyway? Part of the issue is that people outwith any of our orbits now make the decisions about how journalism fits into the world, and they don’t come to our events, they go to balls and summits and forums and have large retinues of staff traipsing behind on their phones.

If they were in Marseille, they may have spotted a change of sorts though, which was a growing realisation and agreement from within the media industry itself that the future of news does not really rely on the open web any more, and the industry should take charge of setting the terms of engagement with the outside world and the AI companies themselves.

Basically, we’re up for a fight, and we need to be - audiences patterns are changing fast, and AI costs are about to soar.

A worn out mule

The open web is not dead by any means, but as a discovery and distribution channel for journalism, ye olde free webbe now seems about as critical to news as the croaking town cryer who was barely able to shout louder than the newspaper vendors on either side.

The connected dots in Marseille led to A.G. Sulzberger, chairman and publisher of The New York Times, a panel discussion called “How AI is transforming the news experience”, and the announcement of some 30 new publishers and organisations from around the world joining the UK-led “Standards for Publisher Usage Rights” SPUR coalition, who are trying to establish standards for AI companies using news content.

Sulzberger grabbed the headlines with his fiery assertions that AI firms have robbed us all blind, and only a collective industry action will do anything to correct it. There is Dot Number One.

Later in the event, a panel session would echo many of Sulzberger’s points, surmising the era of readers “seeking out” news is over, when they don’t navigate directly to publishers en masse and rely more than ever on search and, now, AI.

People typing media brand names into a phone or PC is not a business model by itself, unless they already know you and trust you, which is central to what publishers now own and are crucial to in an AI de-mediated world.

This owned audience view of the world is critical to this overall realisation. Click-based revenues reliant on traffic and the crossed-fingers of Google’s goodwill just don’t stack up. The panel wasn’t in some new stage of mourning however, and what mattered was its focus on what comes next: Dot Two.

Setting our terms before “they” do

Dot Three came in the SPUR collective announcement, showing a rapid rise in onboarded media brands and orgs, now to a few dozen. In the scheme of things, this is tiny, but they are highly influential and have formed a pattern and set a standard that can be tagged on to by others.

Rather than just shout, they are acting, setting standards for a whole industry, bluntly because if publishers don’t establish that framework themselves they will be picked off one by one by AI firms which want to silence a few well-known and influential brands, and leave the rest to burn.

This is what happened in music and movies in previous scenarios: by acting early and laying out a plan for the buyers to see before any talks took place, it put rights owners in much more control down the line.

SPUR has no teeth yet, but wants to create the norms which other brands worldwide in their thousands will refer to in the future when dealing with AI.

The open web did great things for the world and for journalism and media firms, while slowly ceding control over both to tech firms.

The short AI era has already made people realise this time around that what previously took 20 years might happen in two.

Action is not singular. Join SPUR, build your audiences around people you know, and make it so your content is able to be picked up by the new digital audiences of agents and robots.

It’s a fight, but at least we know the terms of engagement now.