Google’s AI Overviews and other generative AI tools are causing a significant drop in website traffic for news publishers, according to a recent report from The Wall Street Journal. As users increasingly turn to AI-powered responses for quick answers — often compiled from journalistic content — the need to click traditional blue links is rapidly fading. Reports Technology News
This shift is especially troubling for publishers, as referrals from Google searches have historically been a major traffic driver. Without that visibility, many outlets face declining ad revenue, undermining their ability to support robust, high-quality journalism.
Google introduced its AI Overviews feature in 2024, offering AI-generated summaries at the top of search results. According to the Journal, this rollout hit sites focused on travel, health, and product reviews the hardest. Meanwhile, Google’s AI Mode — its direct ChatGPT rival — offers even fewer external links, responding in a conversational format that further discourages clicks.
The New York Times is one example of the fallout. The share of organic search traffic to its sites dropped to 36.5% in April 2025, down from 44% in 2022, based on Similarweb data cited by the Journal.
While Google has claimed that AI Overviews are increasing overall search activity, that growth doesn’t appear to be benefiting publishers. At its May developer conference, the company focused on user experience gains rather than the impact on news sites.
In response, media outlets are urgently exploring alternative revenue streams. Some, like The Atlantic and The Washington Post, have openly acknowledged the need to evolve their business models. Content-licensing deals with AI companies are becoming more common. The New York Times, for instance, recently signed an agreement with Amazon to allow its content to train the company’s AI systems.
Others, such as The Atlantic and several major outlets, have partnered with OpenAI, while AI startup Perplexity has proposed sharing advertising revenue with publishers when their content is featured in AI-generated responses.
The trend signals a seismic shift for digital media, as the industry races to adapt to the rapid rise of AI-powered search and content consumption.
