Media companies are witnessing the end of web traffic as AI chatbots and summaries drastically reduce the traffic digital companies receive from online searches.
Media executives around the world are worried that search engine referrals will drop by 43% over three years, according to a new report published by the Reuters Institute for Journalism.
Furthermore, with the rise of AI overview and chatbot assistance, news sites are losing a third of their search traffic worldwide in one year.
According to new data from Chartbeat, Google searches plummeted by 33%. Especially in the United States, this number is even higher.
When it comes to niche areas, celebrity, travel, and lifestyle content is more influenced by AI bots compared to current affairs and live reporting.
According to the report, Google's AI Overview accounts for 10% of search results in the US. Additionally, ChatGPT is playing an increasing role in introducing media sites.
Nick Newman, a senior research fellow at the institute, said online publishers will be witnessing the end of an era of web traffic.
“It's not clear what will happen next,” said Neumann. “Publishers are concerned that AI chatbots could create new and convenient ways to access information, potentially leaving news brands and journalists in the lurch.”
“But technology platforms don't hold all the cards. Trustworthy news, expert analysis and perspectives remain important for individuals and society, especially in uncertain times. Good storytelling and a human touch will be difficult for AI to replicate,” he added optimistically.
The report also highlights media companies' increasing efforts to invest in digital platforms such as TikTok and YouTube to expand their reach.
