Author: Kimeko McCoy

The latest industry phrase keeping marketers awake at night is AI visibility.

The so-called zero-click reality has ushered in a slew of tools promising insight as to when and where a brand is referenced in AI chatbots. Google users are less likely to click through links when an AI summary appears in the results, according to Pew Research Center. Those who were met with an AI summary clicked on a traditional search result link in 8% of all visits, per the research. In contrast, those who didn’t encounter an AI summary clicked on a search result nearly twice as often.

As site traffic wanes and more people turn to LLMs, the industry is grappling with whether the tools are a strategic necessity or the latest ad tech grift.

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USA Today Co.’s AI licensing deals helped drive meaningful year-over-year revenue growth in the first quarter of this year, despite pressure on referral traffic and programmatic advertising.

According to the publisher’s latest earnings published Thursday morning, “other” digital revenue — which includes digital content syndication, affiliate, content and AI partnerships, and licensing revenue — grew 125.6% year-over-year to $33.75 million in the first quarter.

While the company did not break out what percentage of this revenue was from AI licensing deals, USA Today Co. CEO and chairman Mike Reed said in the earnings call on Thursday that these deals had a “notable impact” on the company’s first quarter revenue.

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