Gannett, the media giant behind USA Today and several regional newspapers, has announced the closure of its product review site, Reviewed.
The decision comes amidst criticism over the site’s alleged use of AI-generated content, which some argue undermined credibility and quality. The move, effective November 1, 2024, signals a turning point in how publishers approach the integration of artificial intelligence in their content strategies.
Here’s what happened, why it matters, and what it means for publishers, affiliates, and the broader media landscape.
What led to Reviewed’s closure?
Reviewed was launched as a platform for in-depth product reviews, offering recommendations on everything from home appliances to tech gadgets. Its goal was to attract readers searching for trusted advice while generating revenue through affiliate marketing partnerships. Each review included affiliate links, earning the site a commission when users made purchases through those links.
However, reports emerged that some of the site’s reviews were written or heavily influenced by artificial intelligence. Critics argued that the AI-generated content lacked the depth, accuracy, and personal experience that consumers expect from product reviews. The backlash eroded trust in the platform and raised questions about the ethical use of AI in journalism and content creation.
Why this matters for publishers
Gannett’s decision to shut down Reviewed highlights the challenges publishers face when balancing efficiency and quality in the digital age. While AI offers the potential to create content quickly and at scale, its misuse can backfire, damaging a brand’s reputation and eroding audience trust.
Here are some key takeaways for publishers:
1. The importance of credibility
Readers turn to product review sites for trustworthy, unbiased advice. If the content appears generic or unreliable—whether due to AI or other factors—it undermines the purpose of the platform. Publishers must prioritise credibility over cost-saving measures.
2. Balancing AI and human expertise
AI can be a valuable tool for generating ideas, summarising data, or streamlining workflows. However, human oversight is essential to ensure that the content is accurate, engaging, and aligned with audience expectations.
3. Transparency is key
If AI is used to create or assist with content, publishers should disclose this to their readers. Transparency builds trust and allows audiences to make informed decisions about the reliability of the information they consume.
What this means for affiliates
Affiliate marketing relies on authentic, high-quality content to drive conversions. Sites like Reviewed are instrumental in connecting consumers with products, but trust is a critical factor in whether those connections lead to sales. The controversy surrounding Reviewed serves as a cautionary tale for affiliates:
1. Quality matters more than ever
With increasing scrutiny of content sources, affiliates must focus on creating value-driven, honest reviews. Readers are becoming more discerning, and low-quality content will struggle to convert.
2. Leverage personal experience
Audiences want to hear from real people who have used the products they’re considering. Affiliates who share personal insights, photos, and anecdotes can build stronger relationships with their readers.
3. Adapt to changing regulations
As governments and platforms implement stricter rules around transparency and disclosures, affiliates need to ensure they’re compliant. Being upfront about partnerships and using clear language to indicate affiliate links is no longer optional—it’s a necessity.
Lessons for the media industry
The closure of Reviewed underscores the broader challenges facing the media industry as it adapts to new technologies and revenue models. Here are some lessons publishers and affiliates can take away:
1. Invest in editorial integrity
Readers will always prioritise quality and reliability. Investing in well-researched, thoughtfully crafted content is essential for maintaining audience trust and long-term success.
2. Use AI responsibly
While AI has the potential to enhance content creation, it should complement, not replace, human expertise. Publishers must find the right balance between leveraging AI for efficiency and maintaining the authenticity that readers expect.
3. Stay flexible
The digital landscape is constantly changing. Publishers and affiliates who remain adaptable—whether by exploring new platforms, adopting emerging technologies, or diversifying revenue streams—will be better positioned to thrive.
Looking ahead
Gannett’s decision to shut down Reviewed is a reminder of the risks and rewards of using AI in content creation. While the technology offers exciting possibilities, it must be implemented thoughtfully and transparently to avoid damaging trust.
For publishers, this is an opportunity to refocus on what matters most: delivering value to their audiences.
For affiliates, it’s a chance to double down on authenticity and build stronger connections with readers. As the media industry continues to evolve, those who prioritise quality and credibility will stand out in a crowded and competitive space.
