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The Guardian - UK
The Guardian - UK
Business
Michael Savage Media editor

Publishers fear AI search summaries and chatbots mean ‘end of traffic era’

Google TikTok
AI apps on a phone screen
Search traffic to news sites has already plunged by a third in one year, according to the Reuters Institute for the Study of Journalism. Photograph: NurPhoto/Getty Images

Media companies expect web traffic to their sites from online searches to plummet over the next three years, as AI summaries and chatbots change the way consumers use the internet.

An overwhelming majority are also planning to encourage their journalists to behave more like YouTube and TikTok content creators this year, as short-form video and audio content continues to boom.

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