Has AI Killed the Blogger Star?

Not that every wargaming blogger is a star, but the title of this post is a nod to The Buggles’ 1979 song, Video Killed the Radio Star.  Who, among us, still remembers the first time we saw this music video on MTV?  I knew right then that I wanted to subscribe to MTV.  Unfortunately, cable was not available in my area.  Much like MTV did for music, AI search is changing the landscape for bloggers.  Is this the next step in media evolution with no turning back?

Having experienced pageviews climbing to unbelievable heights of up to 100,000 views a day, and keyword searches dropping to near zero, something has definitely changed in the search environment.  In my own search for answers, the article, Search Engines Are Dead: How AI is taking Over the Internet, from March of 2026 popped up in the results.  Briefly, the article points out that AI is changing search, its process, and results.  One problem for bloggers wanting increased visibility to their writings is that AI search often does not convert search results into visits.  Directed traffic from search engines is falling by the wayside.  Today, readers must be given a reason to click through directly to a post.  While AI search may reduce clicks, your name, blog link, and unique perspective could still come through in the summaries and citations.  At least most AI summaries still provide citations of works used.  Reduced traffic often leads to reduced reader engagement.  Reductions in visits and engagement support the conclusion of many that blogging is a dying media art form.  Compounding this dilemma is the recent feature of seeing large delays in posts appearing in blogrolls.  If no one reads your contributions, is the effort worthwhile?  Of course, visits and reader engagement may not be a driving reason for why one blogs.

In today's rapidly evolving environment, search engines increasingly try to answer questions without sending anyone back to the original sources.  Gathering and synthesizing the collective wisdom of the internet, AI generates summaries to answer the question posed.  Type in a wargaming question and the search result may now return a brief answer without requiring the researcher to visit a single blog site.  For people who have relied upon Google search engine to send strangers to their posts, this new state can be somewhat troubling.  Are wargame bloggers doomed by AI's interventions?  Lately, I have been thinking about the gloomy claim that AI may be killing blogging and, with it, the motivation to blog.

Wargaming blogs are vulnerable to the rise of AI search because many of the most common topics are searchable in a way that suits AI.  Rules clarifications, historical overviews, army organization, paint choices, figure choices, and beginner advice are all useful, but they are also highly compressible into summaries.  If a post offers little more than the expected answer, then it can be flattened into a summary with almost no loss of content.  On the other hand, a blog post does not necessarily have to be merely an answer to a search.  It can be an argument, a battle account, a project record, a warning, an opinion, or simply an enjoyable report from somebody else’s tabletop.  Nobody really needs an AI summary of the fact that I painted another twelve figures.  Readers visiting the blog, however, may enjoy seeing how the figures came out once painted and based, learning which paint scheme was used, how this unit fits into the project plan, or reading why I abandoned the original basing plan halfway through.

By offering more than a simple answer to a query, wargaming blogs hold an advantage over AI.  Wargaming blogs are built on things that AI cannot (yet!) convincingly fake or manipulate at scale.  Some of the tasks that AI has yet to master include photographs of actual miniatures, handmade terrain, battle reports emphasizing different tactics and decision-making choices, and historical research as seen through the eyes of a particular hobbyist’s judgment.  A good wargaming blog does not solely rely on delivering information.  It also provides evidence of going practice, planning, commitment, point of view, thoughtful commentary, persistence, and accomplishment.  That distinction matters.  Readers can find generic advice anywhere from search, but they come to a "real" hobbyist's blog for the thing that only a real, practicing wargamer can provide.  A practicing wargamer can offer a sense that the writer has actually moved figures across a table, given thought to the exercise, and, perhaps, learned something in the process.

The risk for the blogger is not that an AI system will suddenly make a reader lose interest in painted armies, historical scenarios, or reports from a remote game. The risk is more subtle.  Much more subtle.  AI is making it easier for readers to obtain a quick, generic answer without ever visiting the source that did the interesting (and often considerable) effort in the first place.  AI is killing "Lazy discoverability."

What is “Lazy discoverability?” It encompasses the habit of writing for search engines instead of writing for readers.  This technique produces posts that are technically discoverable but not especially memorable.  Bloggers may operate under the misguided assumption that one can put a reasonably competent post on the internet, include a few likely search terms, and expect search engines to do the rest.  Even before AI algorithms came to dominate search, that model was always rather fragile and suspect.  AI simply makes the weakness harder to ignore.

For hobby blogging, especially wargaming, lazy discoverability offers the possibility of entrapment because the work can become optimized toward being found instead of being worth reading.  AI search systems are very good at compressing those posts into a summary, which means the original blog gets less of the reward while the reader has less reason to click through.

A blog post ought to offer more than a summarized answer to a question.  Bloggers should emphasize depth and personal experience that no summary can replicate.  A good wargaming blog provides an archive of accumulated effort.  This is an asset and body of work that cannot be replaced by an AI summary.

If the wargaming blogger wants to avoid being crushed under the jackboot of the Machine, is there anything we can do to connect into this rapidly evolving situation?  The post linked to above offers some suggestions for adapting to AI.  I explore some of these options using my humble perspective of the PWJ and my nearly fourteen years of tapping out posts.  Where does PWJ succeed?  Where can improvements be made?  The answers may depend upon reader engagement!

AI has not killed the blogger star.  As with radio, there is still a place for blogging, at least for me, and I am no star.