Publishers Must Embrace AI Agents Over Traditional Ads

By Michael Rubenstein, co-founder and co-CEO, Firsthand
Sponsored by Firsthand
June 9, 2025

The Decline of Traditional Ad Models

The digital media landscape is undergoing a seismic shift as traditional ad-based revenue models become unsustainable. With declining site traffic, evolving consumer behavior, and AI platforms reshaping information discovery, publishers must adapt or risk irrelevance. Licensing content to AI platforms offers temporary relief but fails to address long-term revenue needs or brand erosion.

The Rise of Agentic Experiences

AI introduces a transformative opportunity: agents over ads. Unlike static advertisements, AI agents deliver:

• Personalized one-to-one interactions
• Real-time intent recognition
• Proactive assistance embedded in content

Publishers possess unique advantages with their trusted data and editorial expertise, positioning them to lead this evolution.

How Agents Differ from Ads

Example: An SUV comparison article could deploy agents that:

• Guide safety-conscious parents to crash-test data
• Direct eco-conscious drivers to hybrid models
• Schedule test drives based on real-time preferences

Triple Win for Stakeholders

1. Publishers: Retain audience relationships while creating high-value ad environments
2. Marketers: Gain deeper consumer insights and higher conversion rates
3. Consumers: Receive genuinely useful, context-aware assistance

The Path Forward

Key implementation steps:

1. Leverage existing content repositories as AI training data
2. Develop adaptive interfaces that anticipate user needs
3. Monetize through performance-based outcomes rather than impressions

"AI isn't just automation—it's a new communications medium," emphasizes Rubenstein. Publishers who embrace agentic experiences now will control their destiny in the AI era.

Sponsored by Firsthand