On "Google’s Liz Reid: Personalization Can Help Small Publishers"

The premise that personalization will save small publishers in AI search is optimistic theater. Reid's argument assumes Google will meaningfully deprioritize scale and brand signals in favor of niche relevance, but nothing in how AI Overviews actually work suggests that's happening — and without data backing the claim, it's just reassurance. For small publishers betting their strategy on this, it's a dangerous read: personalization can help at the margins, sure, but it won't overcome the structural advantage that large, authoritative sources have in training data and ranking signals. Build for direct traffic and owned distribution first; don't wait for Google to suddenly prefer you.