AI Took the Clicks. Creators Want Them Back.

As AI eats the internet, publishers are fighting to keep control. Raptive’s Chief Growth Officer, Marc McCollum, says it’s not the end of the open web, it’s a chance to rebuild it on creators’ terms.In this episode of The Media Copilot, host Pete Pachal sits down with Marc McCollum, Chief Growth Officer at Raptive, to talk about the future of media in the age of AI.Raptive powers over 6,000 creators and 200 enterprise publishers and Marc argues that the key to survival isn’t joining the platforms, it’s owning your audience.From the impact of AI Overviews on search traffic to the rise of Google Discover as a quiet growth engine, they break down what’s really happening behind the analytics. Marc also calls out Big Tech’s “free-content” problem, explains why licensing and pay-per-crawl models could reshape revenue, and shares why recipe sites might just be the unsung heroes of the AI era.If you care about the open web, creator independence, or where AI-powered media goes next—this conversation is essential.WHAT YOU’LL LEARN:Why AI summaries are crushing clicks—and what to do about itHow creators can stay profitable when SEO and affiliate models fall shortWhy owning your site and email list is still your best moveWhat Raptive’s data reveals about traffic winners and losers in 2025The quiet power of Google Discover and how to make it work for you GUEST:  Marc McCollum, Chief Growth Officer, Raptive 🔗 raptive.com | LinkedIn📩 Enjoyed this episode?Subscribe to The Media Copilot on Substack, Apple Podcasts, Spotify, or your favorite app. On YouTube? Tap the Like button and Subscribe to the channel 🔔For more AI tools and resources built for media professionals, visit MediaCopilot.ai.🎧 Produced by Pete Pachal and Executive Producer Michele Musso 🎬 Edited by the Musso Media Team © 2025 Musso Media. All rights reserved.🎵 Music: “Favorite” by Alexander Nakarada, licensed under CC BY 4.0© AnyWho Media 2025