AI bot work is set to increase by 300% by 2025, with media and publishing among the most targeted sectors, according to a new Akamai report.
Why do we care. AI bots are reshaping how content is discovered and consumed, moving users from click-through searches to quick responses on chat forums. Publishers see fewer visits from organic search and often find no meaning in AI-generated responses. It also destroys advertising and subscription models.
The threat is real. Publishers now face two threats:
- Training bots that import model content.
- Fetch bots extract real-time content for quick responses. These pose a greater risk because they capture value as it is created.
Impact. Page views decrease, costs increase (because scraping bots increase infrastructure costs by using server and CDN services without generating revenue), and brand visibility weakens.
- AI referral chatbot drives ~96% less traffic than traditional search
- Users click on sources identified in AI answers only ~1% of the time
What publishers do. Publishers are adopting subtle controls (rather than blocking the cloak of AI bots), such as:
- Monitoring and classifying bot traffic.
- Selectively prevent or reduce aggressive scrapers (eg, tarpitting).
- Allowing authorized bots in accordance with the license or partnership.
What they say. According to Akamai’s report:
- “These bots are not just a security nuisance, they represent a major business challenge that threatens the sustainability of quality journalism in an era dominated by zero-click searches and AI-generated content.”
- “The publishing industry today is facing an existential crisis … Many readers and visitors still value reliable reporting and original content. However, instead of clicking on search results, users are now turning to AI-driven platforms like ChatGPT and Gemini for quick answers and summaries.”
What’s next? A “pay-as-you-go” model is emerging. Tools like Authenticate (Know Your Agent) and platforms like TollBit aim to authenticate bots and charge for access in real time.
- The goal is to turn scrubbing into a measurable, money-making activity instead of an uncontrollable discharge.
About the data. The report analyzed Akamai bot management data from July to December 2025, covering application traffic across websites, applications, and APIs.
Report. SOTI Security Insight Series: Navigating the AI Bot Era (registration required)
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