Google's and Microsoft's chatbots have opened up a new battle in the search wars — and media companies are increasingly anxious that they might be collateral damage. If the rise of AI-trained chatbots is seen as the biggest threat to publishers in recent years, they're also clear-eyed about not repeating their mistakes of the past when they adapted their business models to chase search and social traffic, only to become victim to the tech companies' changing strategies. The AI chatbot battle is just the latest in the ongoing struggle by publishers to seek compensation from tech companies for displaying excerpts of their content in search results