Who owns the future of publishing: LLM licensing framework
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Large language models (LLMs) have fundamentally changed how audiences discover and consume content, with publishers already seeing up to 40% decline in search traffic, with AI chatbots delivering a fraction of referral traffic in return.
At the same time, AI companies spent an estimated £605 million on content licensing in 2024 alone - yet it is unclear whether these agreements are adequate compensation for the value being extracted.
The PPA commissioned research to give a clear, evidence-based view of the options available - from licensing deals and usage-based models to copyright protection, collective action, and strategic non-participation.
This session presents the findings and the decision framework developed to help publishers identify the strongest approach for their business.