Probably it would like (consider them a resource) writers, because them share information’s that can be used by he.
If someone is well known, it can uses his resources to influence what that person writes and if someone is good but is almost nobody, can influence that person to write about more things, because he known that only him has access to that info and by analyzing factors is a low risk for that person to become someone well known and appreciated.
If search results can be controlled by the AI, the risk is even lower.