Google's AI Overview crushes traffic for online publishers

In the United States, online publishers have faced significant declines in web traffic over recent months, primarily due to advancements in artificial intelligence technology, particularly by Google. The introduction of Google's 'AI Overview' feature has changed how users gather information, allowing them to receive concise answers directly from search results without visiting publisher websites. As a result, many traditional news outlets and information platforms are struggling to retain their audience and are experiencing a downturn in organic search traffic. Among those most affected are left-leaning news organizations such as HuffPost and the Washington Post, which have seen their organic search traffic plummet by over 50% in recent years. Similarweb's data reports these transitions reveal a systemic shift in how users consume information, opting instead for AI-generated summaries rather than engaging with full articles. The New York Times has also declared a noticeable decline, with its search traffic dropping to 36.5% as of April 2025 from nearly 44% three years prior. The staff reductions in prominent organizations highlights the severity of the situation; for example, Business Insider announced a 21% cut in its workforce due to extreme traffic losses it attributed to these industry shifts. This downturn reflects a broader crisis for media outlets as their traditional business models become untenable in the face of changing consumer habits driven by the efficiency of AI. Experts in the field, like Atlantic CEO Nicholas Thompson, have sounded the alarm that online traffic sourced from Google could approach zero unless concrete changes are made to adapt to the shifting landscape. The transition towards AI summarized information marks a clear departure from conventional search engine functionalities, prompting many publishers to rethink their strategies in the digital age. These challenges have led various outlets to devise new models to enhance their influence and presence. Failure to compete effectively may render many of these news sources obsolete, particularly should the trend towards AI-driven content continue to gain momentum without effective counter-strategies in place.