The big publishers think they’re sitting on a gold mine. It’s not just their paywalled, full-text scholarship, but also the reams of other data they hoover up from academics across their platforms and products. In theory at least, their proprietary content is—unlike the clown show of the open web—vetted and linked. On those grounds, observers have declared that publishers may be the “biggest winners” in the generative AI revolution. Maybe. But either way, expect Springer Nature, Taylor & Francis, Elsevier, Wiley, and SAGE to test the theory.