"Tools like ChatGPT and Google AI Overviews now summarize and serve content without directing users to their sources, contributing to a nearly 60% drop in organic traffic for top outlets. But this shift isn't an entirely new occurrence. Digital news and social media decimated print publications and TV, yet the news lives on-just in a different format. With this new tech era also comes an opportunity for communications professionals to adapt and lead."
"Keeping original messaging visible in a sea of AI-generated content and summaries begins with a clear understanding of how these models operate. For instance, Google's search page generates an overview using its Gemini LLM, but it doesn't trace information back to its source. Instead, Google pairs the summary with a list of sources most similar to the overview. But these sources are just best guesses that may not fully reflect Gemini's intended message, or yours."
Generative AI is changing how people get information and has driven a sharp decline in organic news traffic, with top outlets experiencing nearly a 60% drop. Tools like ChatGPT and Google AI Overviews often summarize content without directing users to original sources. Historical shifts from print and TV to digital demonstrate that news endures in new formats. Communications professionals must adapt by prioritizing authoritative, high-quality content and finding ways to position clients as trusted AI sources. Widespread corporate AI investment and increased AI literacy will be essential for maintaining messaging visibility amid evolving AI systems.
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