Artificial intelligence (AI) sucks up digital audiences and warns that AI-generated summaries replace traditional search results, and that there is a potentially catastrophic effect.
According to a new study, AI summary can cause 80% sudden DIP in click-through and referral traffic, threatening the economic viability of independent print journalism.
The imminent threat was raised by Google's AI overview, which is responsible for summarizing search results using blocks of text. Given seamless accessibility, some media owners see it as an existential threat to news organizations that rely heavily on search results traffic.
According to Guardian, New analysis by Authoritas Analytics Websites that previously had the top spot in search results show that traffic can plummet by around 79% because of their AI overview over query results. This paradigm shift suggests a potential impact on organic traffic at top-ranked sites.
The study found that links to YouTube, owned by Google's parent company Alphabet, lead compared to the usual research findings system.
Furthermore, the research based on this study has been part of a legal complaint to the UK competition watchdog regarding the impact of Google AI overview.
In response to the findings, a Google spokesman issued a statement declaring that the study was “based on inaccurate and flawed assumptions and analysis.”
The spokesman defended the use of AI, saying, “People are drawn to the AI-powered experience, and AI features can ask more questions and create new opportunities to discover websites.
However, according to the senior news executive, Google has been repeatedly rejected to provide the data it needs to evaluate the implications of AI summaries for digital traffic.
Related: Google announces AI tools to revive the lost Roman inscription
