Artificial intelligence is significantly influencing the news industry, transforming how users receive information. The decline in organic traffic and the rise in ChatGPT referrals are key elements of this transformation.
Decline of Organic Search
News publishers are facing challenges related to a sharp decline in organic traffic in search engines. Data shows that the percentage of news queries that do not lead to clicks on websites has increased from 56% to 69% since the implementation of new AI technologies in 2024. The overall number of organic visits to news websites has dropped from peak levels of over 2.3 billion to below 1.7 billion.
Growth of Traffic via ChatGPT
Despite the decline in organic traffic, there is a significant increase in referrals from ChatGPT, which spiked by 212% from January 2024. In 2024, ChatGPT referrals comprised less than 1 million, and by 2025, this number soared to over 25 million.
Adaptation of News Publishers to Changes
Not all news publishers are responding to the changes in the same way. Some are showing significant growth in traffic from ChatGPT, while others, like the New York Times, are struggling due to legal conflicts. Publishers are exploring new monetization models and adapting to new conditions, for example through subscription models and micropayments.
The shift to a new model of news consumption influenced by AI requires adaptation from publishers. Success in this new environment is only possible through innovation and experimentation with new content formats.
