The Wikimedia projects are the largest collection of open knowledge in the world. This has made our knowledge infrastructure an invaluable destination not just for humans, but also for search and AI companies that access our content automatically as a core input to their products. With the rise of AI, the demand for human created content has grown exponentially, which in return has led to an unsustainable increase in automated traffic to our sites. In this session we will explore the dynamics and impact of this trend on our infrastructure, discuss how a sustainable knowledge as a service model could look like, and share about the work that is underway to enable responsible content reuse. No technical knowledge required to follow along!