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Google’s AI search features are killing traffic to publishers | TechCrunch

Jun 10, 2025 - techcrunch.com
A Wall Street Journal report highlights how Google's AI tools, such as AI Overviews and chatbots, are significantly reducing traffic to news publishers. These tools allow users to get answers directly from AI, often using news content without the publishers' consent, which diminishes the need for users to click on traditional search links. This decline in traffic is impacting publishers' ability to sustain quality journalism. Google's AI Overviews, introduced last year, has already affected sites offering vacation guides, health tips, and product reviews. The anticipated launch of AI Mode, a ChatGPT competitor, is expected to further decrease traffic by providing conversational responses with fewer external links.

In response to these challenges, publishers like The New York Times have seen a drop in traffic from organic searches, with a decrease from 44% to 36.5% over three years. While Google claims its AI Overviews have increased search traffic, this benefit does not extend to publishers. As a result, media companies are exploring new business models, including content-sharing deals with AI companies for additional revenue. The New York Times has partnered with Amazon to license its content for AI training, while others like The Atlantic are collaborating with OpenAI. AI startup Perplexity plans to share ad revenue with publishers when its chatbot uses their content.

Key takeaways:

  • Google's AI Overviews and other AI tools are reducing traffic to news publishers by providing direct answers to users, bypassing traditional search links.
  • The New York Times experienced a significant drop in organic search traffic, with a decrease from 44% to 36.5% over three years.
  • Publishers are urged to adapt their business models, with some entering content-sharing deals with AI companies for new revenue streams.
  • AI startup Perplexity plans to share advertising revenue with news publishers when its chatbot uses their content.
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