Gen AI search and large language models have rapidly changed how users find information, producing declines in traditional search queries and referral traffic to publishers. Some publishers report drops of 20%, 30% or even 50% in search-originating visits, while Google is also seeing fewer search queries to monetize. Competition for a shrinking pool of traffic is increasing, with companies like OpenAI, Perplexity and Google's Gemini all vying for user attention. Data indicates roughly 0.1% of traffic from these AI engines reaches publisher sites, creating widespread zero-click outcomes and forcing a rethink of discovery and monetization.
Many believe generative artificial intelligence engines and large language models are a problem for the open web, publishers and even advertisers. Some think they are a problem for Google because they'll have less search traffic to monetize, replaced by Gemini LLM conversations. Both of these notions are wrong. In just a single year since launch, Gen AI search and LLMs have changed the face of the open web.
We're seeing a decline in traditional search traffic, with some publishers experiencing more significant drops than others. This trend directly affects Google, which is seeing fewer search queries and also impacts publishers who are receiving less referral traffic from search engines. The competition for this shrinking pool of traffic is heating up, with companies like OpenAI and Perplexity vying for a share and Google actively competing with itself by offering a generative AI product called Gemini.
Gen AI tools like ChatGPT, Perplexity and Google's Gemini are stealing traffic from publishers. Data suggests that just 0.1% of traffic from these engines are making their way to publishers, meaning if you're searching on ChatGPT or Perplexity the likelihood you then click out to read more about a topic is next-to-nil. In fact, the newest buzzword from publishing executives is 'zero click searches' whereby not a
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