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This was the year AI went from being a future concern for publishers to being part of their daily reality. In 2025, generative AI was weaved into traffic analyses, licensing negotiations and product development.

Clicks from search waned. AI answers increasingly replaced blue links that drive people to publishers’ sites. Some companies struck AI content licensing deals, while others blocked AI crawlers, pursued lawsuits or shipped AI-powered products of their own. 

Here are some of the moments that defined how publishers adapted to the AI era this year.

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This story originally published on sister site, Glossy.

When Pandora rolled out its first AI-powered service agent earlier this year, the goal wasn’t to showcase cutting-edge technology. It was to survive the peak holiday shopping season without sacrificing the customer experience or margins.

The agent, dubbed Clara, launched as a chatbot on the brand’s website in mid-February and now resolves around 60% of customer service inquiries without escalation to a human agent. Pandora’s previous chatbot resolved around 40%. More unexpectedly, a Pandora spokesperson said Clara has contributed to a 10% increase in the company’s net promoter score, measuring how likely customers are to recommend a brand to others.

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