August M
News organisations are bracing for a sharp decline in visitors arriving via online searches, as artificial intelligence tools reshape how people find information. Media executives warn that the changes could upend long-standing business models built on search traffic.
Industry leaders say the next few years will force publishers to rethink how journalism is produced, distributed and funded.
Traffic fears grow
According to The Guardian, media companies expect referrals from search engines to fall dramatically as AI-generated summaries and chatbots become more prominent. Executives surveyed believe search-driven visits could drop by more than 40% over the next three years.
The concerns are outlined in a new report by the Reuters Institute for the Study of Journalism, which gathered views from 280 media leaders across 51 countries. Many said the shift was already under way, reports The Guardian.
Data cited in the report shows search traffic to news sites worldwide has already fallen by about a third in the past year.
Uncertain future
“It is not clear what comes next,” Newman said. He warned that AI chatbots could become a convenient alternative that sidelines news brands and journalists.
However, he argued that technology companies do not control everything. Reliable reporting, expert analysis and strong storytelling remain valuable, particularly during periods of uncertainty. “A human touch” would be difficult for AI to replicate, he added.
AI changes habits
Publishers say the rise of AI overviews and conversational tools is changing how audiences interact with the web.
Google’s AI summaries now appear at the top of a growing share of search results in the US and are being rolled out elsewhere.
While referrals from tools such as ChatGPT are increasing, the report said they remain marginal compared with traditional search traffic.
Lifestyle, celebrity and travel content has been hit hardest so far, while live news and current affairs reporting appears more resilient.
Nic Newman, a senior research associate at the institute, said the long-running “traffic era” of digital publishing was nearing its end.
New strategies emerge
The report found many publishers are already moving away from chasing clicks and towards subscription-based models that create a direct relationship with readers.
At the same time, media organisations are accelerating investment in platforms such as YouTube and TikTok, where short-form video and audio continue to grow. Executives said journalists are increasingly being encouraged to adapt their work to suit these formats.
Creators and politics
Around three-quarters of media managers surveyed said they plan to push journalists to act more like content creators in 2026, while about half intend to collaborate with influencers to distribute stories.
The trend is also influencing politics. Downing Street has sought closer engagement with social media creators as Prime Minister Keir Starmer looks for new ways to reach younger audiences and bypass traditional outlets.
Campaigners and influencers, including Anna Whitehouse, known as Mother Pukka, have recently been given access to senior ministers as part of that effort.
Sources: The Guardian, Reuters Institute for the Study of Journalism
