When AI Becomes the Gateway - Rethinking Search, Content & Digital Advertising

Introduction

As generative AI tools increasingly function as the primary gateway for consumers to access information, discover brands and engage with content, the traditional world wide web is being fundamentally reshaped.

This shift is already affecting publishers, advertisers and digital platforms, as AI systems trained on publisher-created content increasingly generate synthesised answers that may not direct users back to original sources. This raises urgent questions about attribution, value capture, traffic displacement and the long-term sustainability of the ad-funded internet ecosystem.

This new virtual classroom seminar will examine the technical, commercial and legal implications of this transformation, exploring what it means for content creators, advertisers and platforms as generative AI becomes a dominant layer in how information is accessed and consumed.

What You Will Learn

This live and interactive session will cover the following:

• How generative AI systems source, ingest and retrieve online content
• The ways in which AI search and answer engines may disrupt publisher traffic and advertising revenues
• The wider commercial impact on advertisers, publishers and digital media ecosystems
• Legal risks arising from AI training practices, web scraping and the reuse of protected content
• The limitations of current technical protection measures in safeguarding online content
• Emerging UK and EU regulatory approaches to copyright, data use and AI development
• The potential impact of ongoing litigation brought by creators and publishers on the AI ecosystem
• Practical considerations for organisations adapting to AI-driven changes in the content economy
• Strategic approaches to balancing visibility in AI systems with effective content protection

Recording of live sessions: Soon after the Learn Live session has taken place you will be able to go back and access the recording - should you wish to revisit the material discussed.