A major shift is unfolding in the standoff between content creators and artificial intelligence firms, as Cloudflare—one of the largest internet infrastructure companies—rolls out a system that allows websites to block AI bots from accessing their content without permission.

The system, already in use on over one million websites, gives publishers more control over how their content is accessed by AI crawlers, which collect data to train artificial intelligence models.

Cloudflare’s move could also pave the way for websites to demand payment from AI firms in exchange for using their material.

“This is a game-changer,” said Roger Lynch, CEO of Condé Nast, the publisher behind Vogue, GQ, and The New Yorker. “It’s a critical step toward protecting creators, supporting quality journalism, and holding AI companies accountable.”

The development comes at a time when artists, writers, musicians, and media houses are voicing concerns that AI companies are using their work without permission or pay.

In the UK, debates have intensified between the government and high-profile creatives, including Sir Elton John, over how copyright should be protected in the age of AI.

Cloudflare’s new tool is aimed at what the company calls “uncooperative” AI bots—those that disregard opt-out signals and continue to scrape websites.

Unlike traditional search engine crawlers such as Google, which drive traffic back to content creators, many AI bots extract material without linking to the source. This has left creators without recognition or revenue.

Cloudflare CEO Matthew Prince said the company is working on a system to fairly compensate creators through a model that charges AI firms per crawl. “If the internet is going to survive the age of AI, we need to give publishers the control they deserve and build a new economic model that works for everyone,” he said.

This development follows a recent legal threat by the BBC against US-based AI firm Perplexity, which it accused of using its content without consent.

The BBC demanded an immediate stop to the practice and compensation, while Perplexity claimed the broadcaster was acting to protect Google’s lead in web search.

Cloudflare had previously launched a system called “Labyrinth,” which trapped rogue bots in loops filled with AI-generated nonsense. The company’s latest tool builds on that by offering more targeted blocking and opening the door for payment-based access.

However, some experts believe that technology alone won’t solve the problem.

“This is only a sticking plaster when we need major surgery,” said Ed Newton-Rex, founder of Fairly Trained, a group that certifies AI companies using licensed data. “It only protects content on websites you control. Real protection needs to come from law.”

Filmmaker and digital rights advocate Baroness Beeban Kidron welcomed the move. “If we want a vibrant public sphere, AI companies must contribute to the communities they benefit from—that means fair compensation and responsible innovation,” she said.

As legal and policy battles over AI’s use of creative content continue across Europe and the US, Cloudflare’s action signals a turning point in how publishers can push back and demand fairness from the fast-growing AI industry.