The impact of AI on information access is becoming evident as chatbots and AI tools replace traditional search engines like Google. Major news outlets, such as Business Insider and The New York Times, are witnessing significant declines in organic search traffic, leading to strategic shifts in their operations. This trend is compelling media organizations and PR professionals to rethink their approaches for visibility and consumer engagement. Despite the challenges posed, there are opportunities for leveraging AI in strategizing around information dissemination.
Organic search traffic to Business Insider's websites declined by 55% between April 2022 and April 2025.
At the New York Times, the share of traffic coming from organic search to the paper's desktop and mobile websites slid to 36.5% in April 2025 from almost 44% three years earlier.
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