Zero-click

Zero-click is a phenomenon where users get answers without visiting any site - the search engine or AI assistant summarizes others' content on its own platform. For publishers this means a split: their material powers the answers, but traffic and revenue from that traffic decline. The era of generated answers radically amplifies this trend, hence legal disputes between publishers and AI companies and the search for new models: content licenses, payments for citations, building direct relationships (newsletters, communities) that don't depend on clicking a search result.