Chat isn’t just a new feature, it’s the front door to your content.

For decades, we’ve operated on a simple premise: create content, attract visitors, and monetize their attention.

That playbook is being blown up:

• Users no longer need to visit your site to access your expertise
• AI doesn’t “browse,” it extracts, synthesizes, and delivers content directly to the user
• The journey from question to answer will happen entirely within the chat interface

How do you remain relevant when your website is no longer the destination?

Forward-thinking media companies are already pivoting to these approaches:

• Structure your data for AI consumption – Build with protocols like Anthropic’s new Model Context Protocol (MCP) that allow AI systems to legitimately access your content rather than scraping it. How will you structure your content for AI?
• Create AI-resistant experiences – Develop calculators, interactive tools, and video content that can’t be easily extracted and summarized. What value-add differentiates your offering?
• Design for attribution – Ensure your brand maintains visibility even when your content is delivered through chat interfaces. How will your brand and voice carry through?
• Build direct connections – Create experiences valuable enough that users will bypass AI to engage with you. How can you convince your audience to connect directly?

The companies that survive this transition won’t be fighting against chat interfaces, they will be designing specifically for them.

How can your content succeed even if users never click through? What new revenue models can you adopt to ensure you’re compensated fairly for your work?

If you’re struggling to answer these questions, let’s talk.