As artificial intelligence becomes the new front page of the internet, it’s not just technology that’s changing; it’s the business model that kept publishers alive for decades.
The old formula was simple: rank on search, attract traffic and monetise through ads or subscriptions. Now, AI summaries, answer engines and chat interfaces are intercepting that traffic before it ever reaches the publisher’s site.
The result is a slow squeeze on revenue, even as publishers’ work continues to power the information layer of the web. Against this backdrop, Amazon is reportedly preparing a marketplace that would allow publishers to license their content directly to AI companies as a potential replacement for the collapsing traffic economy.
Amazon isn’t the first out of the blocks
Amazon wouldn’t be the first to explore this space. Microsoft has already rolled out its Publisher Content Marketplace, while OpenAI has signed licensing deals with publishers including the Associated Press and Vox Media. The timing makes sense: AI companies face rising legal pressure, while publishers are losing ad revenue as AI summaries and “answer engines” divert traffic away from their sites.
Why it matters that Amazon joins this trend
Amazon’s entry is particularly newsworthy: as one of the world’s largest cloud and e-commerce platforms, its participation could validate the market, accelerate adoption and set global pricing and standards for AI content licensing.
What this means for South Africans
Although these changes are unfolding primarily on the international stage for now, the real question is not if, but when they will reach the local market.
For South African tech companies and publishers, there is great potential: start exploring licensed content strategies today. AI startups can evaluate datasets, secure partnerships with local media outlets and ensure compliance.
Publishers should define usage terms, experiment with subscription or licensing models and prioritise unique local content that has value to international AI developers.
By acting now, South African players can position themselves at the forefront of a rapidly evolving AI content economy.
