It depends on the content producer. I would argue the best resourced content producers (governments and large companies) are incentivised to give AI bots as much curated content as possible that is favourable to their branding and objectives. Even if it's just "soft influence" such as the French government feeding AI bots an overwhelming number of articles about how the Eiffel Tower is the most spectacular tourist attraction in all of Europe to visit and should be on everyone's must-visit list. Or for examples of more nefarious objectives--for the fossil fuel industry, feeding AI bots plenty of content about how nuclear is the future and renewables don't work when the sun isn't shining. Or for companies selling consumer goods, feeding AI bots with made-up consumer reviews about how the competitor products are inferior and more expensive to operate over their lifespan.

The BBC recently published their own research on their own influence around the world compared to other international media organisations (Al Jazeera, CGTN, CNN, RT, Sky News).[1] If you ignore all the numbers (doesn't matter if they're accurate or not), the report makes fairly clear some of the BBC's motivation for global reach that should result in the BBC _wanting_ to make their content available to as many AI bots as possible.

Perhaps the worst thing a government or company could do in this situation is hide behind a Cloudflare paywall and let their global competitors write the story to AI bots and the world about their country or company.

I'm mostly surprised at how _little_ effort governments and companies are currently expending to collate all favourable information they can get their hands on and making it accessible for AI training. Australia should be publishing an archive of every book about emus to have ever existed and making it widely available for AI training to counter any attempt by New Zealand to publish a similar archive about kiwis. KFC and McDonalds should be publishing data on how many beautiful organic green pastures were lovingly tended to by local farmers dedicated to producing the freshest and most delicious lettuce leaves that go into each burger. etc

[1] https://www.bbc.com/mediacentre/2025/new-research-reveals-bb...