Business Insider cuts 21% of workforce, memo shows
May 29, 2025 - dailymail.co.uk
Business Insider is laying off about 21% of its workforce due to declining search traffic and the increasing use of generative AI tools like ChatGPT, according to an internal memo. Despite generating twice as much revenue per website visit compared to two years ago, 70% of the company's business remains sensitive to traffic fluctuations. CEO Barbara Peng stated that the company needs to be structured to handle extreme traffic drops and is therefore reducing its size. The company is also accelerating its adoption of AI, with most employees using Enterprise ChatGPT and other AI-driven products to improve operations and reader experience.
Business Insider is shifting its content strategy to focus on areas with high reader engagement and is exiting most of its commerce business. Additionally, the company is launching a new events business called BI Live, which has already seen some demand. This move follows similar layoffs by other digital media companies like the Washington Post and Associated Press, which reduced their workforce by 4% and 8% respectively, to cut costs and modernize operations.
Key takeaways:
Business Insider is laying off about 21% of its workforce due to shrinking search traffic and the impact of generative AI tools.
The company is focusing on AI adoption, with most employees using Enterprise ChatGPT and other AI-driven products to improve operations and reader experience.
Business Insider is realigning its content strategy to focus on high reader engagement areas and is exiting most of its commerce business.
A new events business called BI Live is being launched to meet demand and expand the team.
