“AI development is moving extremely fast precisely because the legal framework around content usage is unclear,” said Martin Jeffrey, founder of AI search optimization consultancy Harton Works. “Companies are optimizing for AI discovery now rather than waiting for permission or clarity, and maybe this is why Google is making these kinds of moves.”
Matt Hasan, CEO of AI marketing firm aiResults, concurs. “The period where AI developers could move quickly with little pushback from content providers is clearly ending. As legal and regulatory constraints tighten, we should expect a slowdown in experimentation, more cautious product development, and a shift toward defensible, licensed, or vertically integrated data strategies. That doesn’t stop AI progress, but it does reshape who can afford to participate and how fast they can move.”
Google’s action will certainly help the company with the continuing development of its own AI offering, said Jeffrey. “Google fell behind a bit with Gemini. They’re catching up now and are implementing Gemini into everything,” he said. He’s curious to see what Google does after its action against SerpApi: “If they win that, will they tackle larger firms? It looks like they’re going after the small guy first; it’s a shot across the bow.”
