AI is taking your traffic —  based on Piano data, search referrals fell 36% in 2025, while AI answer engines send back a fraction of a percent in return. Michael Silberman, EVP Media Strategy at Piano covers what's working: locking down content at the edge before it's scraped for free, and using AI inside the business to cut churn and lift conversion. Drawing on a new survey of 80 media executives, a practical look at defending your content and putting AI to work on your terms.