Quietly at the start of 2023, generative artificial intelligence (AI) and chatbots utilizing large language models (LLMs) were perceived as benign, primarily limited to producing formal essays and addressing straightforward questions. Over time, however, these chatbots developed enhanced functionalities. Initially, they adapted to respond to subjective questions, followed by the integration of real-time internet access, providing live sports scores and stock market updates. By May 2024, the landscape shifted dramatically, particularly impacting content websites and news publishers.
In May, Google entered the competitive AI arena with its AI Overviews feature in search. This tool enabled Gemini to craft concise summaries in response to user queries, creating a streamlined way to access information without needing to navigate to external websites. Other players in the field also emerged, including OpenAI’s ChatGPT, which integrated an AI-driven search engine with its chatbot capabilities. Perplexity introduced an AI-centric answer engine, while Anthropic’s Claude allowed users to upload files for inquiry-based responses, igniting a transformative momentum in the industry.
While many remained unaware, a significant shift was taking place in internet usage patterns. Users began to favor engaging with AI for information retrieval rather than traditional searching methods, resulting in heightened pressure on content producers.
The Restructuring of the Internet Traffic Model
The current visible expanse of the Internet, filled with indexable websites and web pages on search engines like Google, Bing, Yahoo, and DuckDuckGo, comprises content-driven channels. These encompass news organizations, social media platforms, blogs, forums, and more.
Content creators and companies consistently refresh these platforms with new material, innovative engagement tools, and user experiences aimed at attracting visitors. This influx of traffic is crucial for higher search engine rankings and ad revenue generation.
Historically, the formula was straightforward: appealing content would naturally draw visitors, enhance online visibility, and lead to increased ad revenue. This cyclical relationship ensured that quality content bolstered traffic, which subsequently dictated earnings. With the ascent of AI, these established norms began to unravel.
Modern AI chatbots equipped with web searching capabilities employ bots (or crawlers) to review numerous websites in seconds. When a user makes a request, the bot synthesizes the information, formulates a natural language answer, and delivers it promptly. While citations are often provided, the convenience of receiving information directly within the chat reduces the likelihood of users clicking through to the original sources.
This shift raises important questions about content website traffic. With AI and its crawler bots being the primary visitors to these sites, traffic metrics begin to falter. Such bots do not register as genuine traffic, lacking any visibility or ad interaction, thus diminishing potential revenue.
The Real Impact on Content and News Publishers
The repercussions of this shift are increasingly apparent. Data from Similarweb indicates that global search traffic decreased by 15 percent year-over-year by June 2025. Additionally, the no-click-through rate to news websites surged from 56 percent in May 2024, coinciding with the launch of AI Overviews, to nearly 69 percent in May 2025.
No-click-through searches occur when users can find adequate answers directly on the search engine results page (SERP) without visiting linked websites. Similarweb further noted that organic traffic declined from over 2.3 billion visits in the first half of 2024 to under 1.7 billion in June 2025.
These statistics represent more than mere figures; they mark the first major alteration to the Internet’s structure since the advent of search engines in the 1990s, leaving many stakeholders unprepared. For instance, in May, Business Insider, a financial news outlet based in New York City, reportedly laid off 21 percent of its workforce due to “extreme traffic drops outside of our control.”
Notably, Business Insider is not an outlier. Similarweb’s analysis revealed that both HuffPost and The Washington Post experienced traffic declines of up to 50 percent between April 2022 and April 2025.
This technological evolution is altering how users interact with information. A report from the Financial Times revealed that 80 percent of users now rely on AI-generated content for approximately 40 percent of their search queries.
The Problem Statement
Central to this transformation is a distinct challenge. Since the inception of search engines, bots have been employed to crawl websites, analyzing content to rank relevant pages. This arrangement benefited both search engines and web publishers, promoting quality content while enhancing user experience.
However, AI companies have begun to leverage this same methodology to analyze content without providing any reciprocal benefits to publishers. Websites are unable to block these crawlers, as AI platforms frequently deploy them without adequate disclosure. An instance of this occurred when Reddit filed a lawsuit against Anthropic, alleging that the company’s bots accessed the platform over 100,000 times in less than a year. The situation with Google presents even greater complexity, as the tech giant utilizes the same bots for both AI content analysis and search indexing. Consequently, if publishers attempt to block AI bots, they risk being excluded from Google Search altogether, jeopardizing their traffic.
Protests Have Begun
Concerned by these developments, news and media publishers are beginning to take action. Reddit’s legal battle against Anthropic is just one of numerous lawsuits currently seeking resolution.
In February, major entities such as Condé Nast, The Atlantic, Forbes, and The Guardian collectively filed a lawsuit against AI startup Cohere, claiming unauthorized use of copyrighted content from over 4,000 articles.
Additionally, Ziff Davis, the parent company behind ZDNet, PCMag, CNET, and IGN, recently initiated legal proceedings against OpenAI, charging that the entity “intentionally and relentlessly” exploits copyrighted works. In India, ANI has similarly filed a lawsuit against the creator of ChatGPT.
Furthermore, the US-based nonprofit trade group News/Media Alliance, representing organizations like The New York Times and Vox Media, condemned Google’s AI Mode, labeling it “the definition of theft.” Most of these cases remain unresolved, with no court precedent yet established. AI companies maintain their position that accessing publicly available information qualifies as transformative use, while publishers argue that accessing their content without permission breaches copyright laws.
Future Outlook Is Concerning
The discourse concerning the potential dominance of superintelligent AI may remain speculative, but the tangible impact of AI on internet search traffic and media publishing is undeniable. Traffic volumes have plummeted, click-through rates are faltering, revenue losses are widespread, and workforce reductions are increasingly common.
Despite the challenges posed by the current environment, the influence of AI is irrevocable. For publishers to navigate this evolving landscape, policymakers must reassess content copyrights and legal frameworks surrounding transformative usage.
Potential solutions exist; publishers could transition away from traditional search engine optimization (SEO) and ad-driven models towards subscription-based frameworks. They may also consider optimizing content for AI algorithms or exploring unconventional methods such as micropayments, newsletters, AI licensing, or Software as a Service (SaaS).
If the rules of the internet are being rewritten, publishers must adapt to the shifting landscape, though such transformation may lead to further layoffs and the closure of newsrooms—a reality the industry might not be adequately prepared to confront.
