September 2026
Intermediate
224 pages
3h 53m
English
Content preview from The New Rules of AI Search
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11Build Content Partnerships with AI Search Tools
AI tools need data and content, something legacy publishers have by the bucketload. This is why OpenAI, Gemini, and others are actively courting major publishers around the world.
Since 2023, OpenAI has made a distinct effort to acquire partnerships with some of the world's most renowned publishing groups for news and magazines. Partnering with the likes of Hearst, NewsCorp, Vox Media, even the World Association of News Publishers, the AI firm has collaborations that allow it “to enhance its products” and gain access to current and archival information to train its models.
But what is the marketing play?
Publishers with these relationships benefit from a potential stream of revenue and can also solidify brand authority within an AI platform and the wider web. These licensing deals can create steady income in a dynamic online reality.
So, if you are a major publication, then you may very well wish to get your publication included as a partner for OpenAI and/or other AI tools. This will mean that you can potentially get privileged in terms of citations, and this has been evidenced when you compare certain publishers to others.
Alternatively, if you are not a major publication but you are a commercial brand or other entity, then you may wish to prioritize where you seek to get PR and media coverage. That is to say, if you can take an interview, create content, or get a mention in a publication that has a partnership with OpenAI, ...
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