The Associated Press, founded in the mid-1800s to help New York newspapers share reporting costs, is offering buyouts to an unspecified number of U.S.-based journalists — the latest move in a long-running transformation from wire service to technology data company.

The News Media Guild, which represents AP journalists, said more than 120 staff members received buyout offers on Monday. AP executive editor and senior vice president Julie Pace said the goal is to reduce global headcount by less than 5%, though she acknowledged the cut among U.S. staff would likely exceed that figure depending on how many people accept.

“We’re not a newspaper company and we haven’t been for quite some time,” Pace said.

The numbers back her up. Over the past four years, AP’s newspaper revenue has fallen 25%. Big newspaper publishers, once the organization’s financial foundation, now account for just 10% of income. Gannett and McClatchy both dropped AP in 2024. Lee Enterprises — publisher of The Buffalo News, the St. Louis Post-Dispatch, and the Richmond Times-Dispatch — is now seeking an early exit from a contract due to expire at the end of 2026.

Where the growth is coming from

While the newspaper business contracts, AP’s technology revenue has grown 200% over the same four-year period. Kristin Heitmann, senior vice president and chief revenue officer, put it plainly: “If you can think of a large technology company, they are a customer of ours.”

AP was among the first news organizations to move aggressively into AI deals, agreeing in 2023 to lease part of its text archive to OpenAI. It has since launched on Snowflake Marketplace to license data directly to enterprises, stood up AP Intelligence to sell data to financial and advertising sectors, and last year secured a deal with Google to deliver news through the Gemini chatbot — Google’s first content deal with a news publisher.

Elections data is another growth vector. AP saw a 30% increase in election data customers between the 2020 and 2024 cycles, and last month agreed to sell U.S. elections data to Kalshi, the world’s largest predictions market. ABC, CBS, NBC, and CNN all signed on to the AP elections service last year.

What the restructuring looks like

Beyond the headcount reduction, AP is doubling down on video — it has already doubled the number of U.S. video journalists since 2022 — and deploying rapid-response teams that contribute to major stories regardless of geographic base. The organization says it will maintain a presence in all 50 states.

The union is pushing back. In a statement, the News Media Guild said AP “refuses to offer [staff] appropriate training and tools” and is “flirting with artificial intelligence — ignoring the opportunity to differentiate AP news stories as ones that are and always will be created by human journalists.” The union also said AP declined a request last week to bargain over AI use.

AP did not immediately comment on either claim.

Pace framed the restructuring as a strategic choice made from stability, not distress. “The AP is not in trouble,” she said. “We’re making these changes from a position of strength.”

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For years, publishers have lived between two business models: subscriptions and advertising. Now AI is putting pressure on both. In this episode of The Media Copilot podcast, Pete Pachal speaks with Colin Jeavons, founder and chairman of Nomix Group, to unpack what happens to the business of media when answer engines, agents, and AI-powered discovery tools begin to sit between audiences and publishers.

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Drawing on decades of experience across publishing, search, and commerce technology, Jeavons argues that the biggest disruption is not simply AI summarization. It is the accelerating collapse of the old CPM-based advertising economy. As content explodes across social platforms, creator ecosystems, and AI-generated media, the supply of content keeps rising while the pool of ad dollars does not. That imbalance, he says, is forcing a reset.

At the same time, Jeavons sees a countertrend emerging: trust is becoming more valuable, not less. As audiences face a growing flood of low quality or machine generated information, publishers with expertise, authority, and niche value may find new strength in paid models, premium journalism, and smarter commerce strategies. The conversation explores what that means for newsrooms, review sites, AI discovery, shopping behavior, and the broader future of digital publishing.

Why this matters

AI is no longer just a tool layered onto the internet. It is increasingly becoming the interface through which people search, shop, compare, and decide. That has major implications for publishers whose businesses were built around traffic, clicks, and ad impressions. If AI answers reduce referrals and reshape consumer behavior, media companies may need to rethink not only distribution, but the economics behind their work.

This conversation looks past the hype cycle and gets into the harder question: what actually replaces the business models that no longer hold. Jeavons makes the case that quality journalism, expert reviews, and trusted vertical content are not disappearing. But the publishers that survive will likely be the ones that adapt quickly, invest in trust, and stop relying on scale for scale’s sake. It is a timely conversation for anyone thinking seriously about media, commerce, and the future of the open web.

What we cover

• Why Colin Jeavons believes 2026 is a turning point for media and AI

• The long shift from print and early web publishing to answer engines and agents

• Why the ad supported model is under more pressure than ever

• How AI generated content and user generated content are flooding the digital economy

• Why trust may become one of the most valuable products publishers can sell

• The future of review sites, affiliate commerce, and consumer buying behavior

• Why Jeavons believes premium journalism can regain value

• The case for micropayments and why publishers may have been too early with paywalls

• Why Google may resist making AI mode the default

• What AI shopping engines could mean for discovery, conversion, and revenue

• The broader societal risks and opportunities AI creates beyond publishing

About the show

To explore more conversations like this and see what’s new, visit the freshly updated Media Copilot website at mediacopilot.ai. You’ll find new episodes, expanded resources, and tools designed for journalists, communicators, and media leaders navigating the fast-changing world of AI. It’s the home base for everything Media Copilot and it’s just getting started.

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Frequently Asked Questions

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AI is rapidly reshaping online commerce, and it’s happening in plain sight. Referral traffic to retailers on Black Friday from AI chatbots and search engines jumped 800% over the same period last year, according to Adobe, which suggests a swelling number of shoppers now turn to AI first when they’re thinking about buying something. That leaves a thorny question hanging: Where does that leave product-review sites, which used to sit at the center of those decisions?

If any category of media is visibly spooked by AI, it’s publishers who specialize in product recommendations, whose entire model grew dependent on search traffic over the last decade and a half. The content is informational, built to be discovered and skimmed. Most articles are designed to answer a question: “What’s the best robot vacuum?” “Who has the best deals on sofas?” “How do I set up my soundbar?” AI does an excellent job of answering those questions directly, packaging the result so neatly that readers never have to click through to a publisher’s site.

When you actually want to buy something, though, a simple answer is rarely enough. Completing your purchase usually means going to a retailer (though buying directly from a chat window is now possible—more on that in a minute). But it also means feeling confident about what you’re buying. The big question is: Do review sites still have a part to play in that, or has AI quietly taken over the role of “trusted guide”?

From search kingmakers to supporting cast

If they do, most media companies seem to acknowledge it’s a significantly smaller one. When Business Insider announced its strategy shift earlier this year amid layoffs, it said it would move away from evergreen content and service journalism. In the past year, Future plc folded Laptop magazine, and Gannett did the same for Reviewed.com. And Ziff-Davis—which operates PCMag, Everyday Health, and several other sites focused on service journalism—sued OpenAI earlier this year for ingesting Ziff content and summarizing it for OpenAI users.

The decline of the review site is somewhat incongruous with a statistical reality: 99% of buyers look to online reviews for guidance, and reviews influence over 93% of purchase decisions, according to CapitalOne Shopping Research. That doesn’t mean buyers are always seeking out professionally written articles (there are plenty of user reviews out there), but the point is readers want credible, reliable information to guide their purchases, and credibility is still a scarce resource online. Well-known review sites (e.g. The Wirecutter) appearing in a summary can be a signal of such credibility, even if the reader never visits the original page.

And it does appear that AI summaries favor journalistic content over other types. A recent Muck Rack report that looked at over 1 million AI responses found that the most commonly cited source of information was journalism, at 24.7%—which is both comforting and a little ironic, given the traffic implications.

It’s nice to be needed, but does that lead to buyers actually making purchases through the media site—a necessary step for the site to receive an affiliate commission and the primary way these sites make money? Again, the buyer needs to click somewhere to buy their product, and from the AI layer they have three choices: 1) a retailer, 2) a third-party site (which includes review sites), and 3) the chat window itself. Only one of those reliably keeps the publisher in the loop.

Why the ‘extra detail’ becomes the product

Obviously, it’s in the interest of review sites to steer people to No. 2 as much as they can. When Google search was the only game in town, that meant ranking high when people search for “best pool-cleaning robots” (or whatever) and hope you were the site that ended up guiding them to the retailer. With AI, the game is similar, but the numbers are different: Fewer people will come to your site, but data points to them being more intentional and engaged. They’re not opening multiple review sites and selecting their favorite—AI is doing that for them. ChatGPT even has a mode specifically for shopping, which makes the old funnel feel quaint.

To improve the chance of a reader choosing to go to your content over a retailer, what appears in an AI summary needs to convey unique and valuable content that they can’t get from just a summary. That means being thoughtful about “snippets”—the bits of the article that signal to search engines what’s important. Test data, side-by-side comparisons, and proprietary scoring can all suggest nuance that someone might need to click through to fully appreciate. Taking things a step further, publishers can create structured answer cards meant to be fully captured in AI search, with a simple, concise claim plus a “view full test details” link—a kind of compromise between visibility and depth.

If affiliate breaks, what replaces it?

Regardless, even if a review site does everything right with SEO, schema, snippets and all the other search tricks, a large portion of readers will either go directly to retailers, or buy the item directly from chat—OpenAI and Perplexity are both offering “Buy Now” widgets. However, whatever recommendations the AI makes still need to be based on something, and review sites are certainly part of that mix. That introduces the possibility of a different business arrangement—one where the value is upstream, not at the checkout link.

The AI companies so far seem totally uninterested in affiliate commissions from their buying widgets, but licensing and partnerships could be an alternative. You could even imagine branded partnerships, where the widget explicitly labels the buying recommendations are powered by specific publications. That would lend them more credibility, leading to more purchases—and bigger deals. With AI-ready corpora like Time’s AI Agent, licensing the content could be a plug-and-play experience, potentially offered across several AI engines, turning “source material” into a sellable asset.

New rules, same job

Gone are the days when a publisher could simply produce evergreen content that ranks in SEO, attach some affiliate links, and watch the money roll in. But the game isn’t over, it’s just changed. Avoiding or blocking AI isn’t the answer, but simply getting noticed and summarized isn’t enough. The sites that survive the transition to an AI-mediated world must become indispensable for the part of the journey AI is least suited to own—providing information that’s comprehensive, vetted, and above all, human.

Frequently Asked Questions

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