OpenAI Engineer Claims Users Won’t Click Links – Impact on Local SEO

What Happened

In September 2026, a federal court filing in a consolidated copyright case against OpenAI and Microsoft quoted an OpenAI engineer who, back in February 2023, told the court, “no matter how prominently we show the links, users won’t click.” The brief also referenced Nick Turley, OpenAI’s head of ChatGPT, who added that there is “no good reason to click” once ChatGPT supplies an answer. These remarks appear in the plaintiffs’ summary‑judgment filing on behalf of major news publishers, including The New York Times.

Key Details

• Source of the quotes – The engineer’s remarks were made in a private conversation with the court, not in any public statement or press release.
• Timing – The comment was given in February 2023, well before ChatGPT’s browse feature launched.
• Implication – Plaintiffs contend that AI chatbots siphon traffic from news sites by delivering answers without directing readers to the original articles.
• Legal status – The court has not yet ruled; the statements remain part of the plaintiffs’ argument in an ongoing case.
• Potential impact on AI citations – A ruling in favor of the publishers could compel AI tools to supply higher‑quality citations or face legal consequences.

What It Means for Your Business

1. AI “click‑through” is a real concern

Even if users bypass the link, AI‑driven surfacing of your content can still boost visibility and brand awareness. Should courts eventually mandate direct linking, businesses that depend on AI citations must make sure their pages are indexed and easy for AI engines to locate.

2. Optimize for “AI‑friendly” markup

• Schema.org Article – Implement structured data so AI can extract the title, author, publish date, and a concise summary.
• Canonical tags – Use them to avoid duplicate‑content penalties when the same article exists in HTML, PDF, or JSON formats.
• Open Graph & Twitter Cards – Craft appealing snippets that AI tools can display accurately.

3. Build a robust citation strategy

• Submit to AI‑content directories – Many AI platforms run partner programs that favor well‑structured, high‑quality content.
• Leverage local citations – Keep your business listed on local directories, Google Business Profile, and niche industry sites. Authority signals increase the odds that AI will cite you.
• Monitor AI references – Tools such as VisibilityAI let you track where and how often your content appears in AI‑generated answers.

4. Prepare for possible legal shifts

If a court orders AI to link back to sources, local businesses may notice a change in how AI surfaces regional information. Stay ahead by:

• Ensuring inclusion in major AI training datasets – Enroll in OpenAI’s data partnership programs when they become available.
• Maintaining fresh, authoritative content – AI models prioritize up‑to‑date information.
• Reviewing privacy and copyright policies – A solid policy can safeguard your material if AI incorporates it.

Bottom line

The engineer’s testimony underscores a growing tension between AI convenience and the need for proper attribution. For small and local businesses, the practical takeaway is clear: make your content AI‑ready, keep an eye on citations, and stay informed about evolving legal standards.