Chatbots: The Silent Killers of online traffic

Chatbots are becoming increasingly prevalent in the online world, and their impact on online publishers is being felt across the board. According to a report by the Wall Street Journal, chatbots are replacing conventional Google searches, which has resulted in a sharp decline of traffic for some online publishers. These publishers, which previously relied on Google search results to drive traffic to their websites, are now finding themselves struggling to keep up with the changing landscape.

• News outlets are experiencing a drop in online traffic amid the increase in capability and usage of AI technology.
• Leftist outlets, in particular, have seen a significant decline in traffic, with some outlets experiencing losses of up to 50%.

The Rise of Google’s “ai overview” Feature

Google’s “AI Overview” feature, which was introduced last year, is another factor contributing to the decline in online traffic. This feature provides quick answers to users’ queries, giving them a summary of the information they are trying to look up online. As a result, users are opting out of visiting websites for additional information, leading to a decrease in traffic for websites that provide tips on various topics.

1. Topics covered by websites affected include vacation suggestions, health guidance, gardening advice, and product reviews.
2. News outlets are also experiencing a decline in traffic due to the AI overview feature.

Real-Life Examples

• HuffPost’s desktop and mobile traffic from organic search has fallen by over 50% in the past three years.
• The Washington Post has experienced a similar decline, with a loss of nearly 50% in traffic from organic search.
• The New York Times’ desktop and mobile traffic from organic search has fallen to 36.5% in April 2025, down from almost 44% three years earlier.

The Consequences of the AI Overhaul

The impact of the AI overhaul is being felt across the board, with news outlets and online publishers struggling to keep up. The decline in traffic is having a significant impact on these organizations, with some experiencing losses of up to 50%. The need for these organizations to adapt and evolve their business models is becoming increasingly clear.

“Google is shifting from being a search engine to an answer engine,” said Nicholas Thompson, CEO of The Atlantic. “We have to develop new strategies.”

Competition and Evolution

As the AI takeover continues, it’s clear that online publishers will need to work on enhancing their overall influence and presence. This is especially true for news outlets, which are struggling to compete with the increasing capabilities of chatbots and AI Overview. However, some outlets, like Breitbart News, have already taken steps to adapt and thrive in this new landscape.