AI: Big Tech’s Ultimate Weapon?

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Artificial Intelligence: Opportunity or Challenge for the Digital Ecosystem?

Fernando Lázaro, CEO of SuperReal, part of the MIO Group, has repeatedly pointed out the tendency of large technology corporations to consolidate their dominant position. Now, with the emergence of artificial intelligence, this scenario is taking on new dimensions.

Sergii Denysenko, CEO of MGID, sums it up in a recent article: AI is not only transforming search engines and how we interact with them; it is also changing who controls access to knowledge, content, and user attention.

How is this being achieved? By leveraging Big Tech’s key assets: data, distribution, and now automation.

The Big Tech Strategy

Nowadays, when conducting a Google search, it is increasingly common to receive AI-generated answers directly in the search engine, which is changing the dynamics of digital traffic:

• The original sources are pushed into the background, while the information is displayed without requiring a click.
• From an analytics perspective, that traffic may go unnoticed, making it difficult to accurately measure its impact.

This does not necessarily mean a negative scenario, but it does pose a challenge for media outlets and content creators in terms of visibility and monetization.

What does this mean for the media and brands?

The debate over digital monopolies is nothing new, but AI adds a dimension that could intensify it. It’s not just about who controls the search engine, but also about who manages the content that appears.

Some platforms are developing AI models trained on third-party content, which raises questions about rights and compensation. However, it also opens up opportunities to establish new agreements that benefit all parties.

For us, AI is not inherently good or bad, but its impact depends on how it is used and regulated. Big Tech companies are in a privileged position to capitalize on this technology; however, this does not mean that media outlets and brands should sit on the sidelines. At MIO One, we believe it’s important to have a balanced digital ecosystem, where technological innovation goes hand in hand with the ethical management of content and data.

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Sources:

• Denysenko, Sergii (2025). Big Tech has always tried to control the open web. With AI, it could succeed. The Current, May 1, 2025.
• U.S. Court Ruling on Google Search Monopoly (April 2025).
• European Commission, Digital Markets Act (2024).

Communication Editorial Office