The restructuring aligns with Business Insider's strategic focus on business, tech, and innovation journalism, aiming to serve a specific audience. Despite improved monetization efficiency, the company is preparing for potential traffic volatility by scaling back coverage areas that no longer drive meaningful readership. The Insider Union criticized the layoffs, emphasizing the importance of human roles in journalism. Business Insider's changes reflect broader industry trends, including the impact of Google algorithm shifts on traffic and the increasing adoption of AI in media operations.
Key takeaways:
- Business Insider laid off 21% of its workforce on May 29, 2025, citing declining web traffic and a strategic shift towards more focused journalism.
- The company is launching BI Live, a live journalism events business, as part of its diversification strategy to reduce reliance on traffic-sensitive revenue streams.
- Business Insider is fully embracing AI, with over 70% of employees using Enterprise ChatGPT, and plans to launch new AI-driven products to improve operational efficiency.
- The restructuring reflects broader challenges in the digital media industry, with publishers facing traffic volatility and adapting to changing consumption patterns.