Relentless advance of artificial intelligence in search exacerbates the precarious state of the news media sector
The rise of generative AI assistants, such as ChatGPT, is significantly altering the media landscape, posing challenges for traditional news publishers. According to the Reuters Institute's 2025 Digital News Report, about 15% of people under 25 now use these AI tools to get their news.
One of the key concerns is the decline in user traffic to news publishers' websites. Studies show that users are about half as likely to click through to source articles when AI summaries appear in search results, directly reducing page views essential for ad revenue and subscription conversion. This trend is further exacerbated by the dominance of tech platforms like Google and Meta, which have already weakened traditional ad revenues.
The shift towards AI-generated summaries is also straining subscription-based business models. Even subscription revenues rely on traffic volume; with fewer visitors, it becomes harder to attract and retain paying subscribers.
Another issue is the potential for misinformation and trust risks. Generative AI can create hyper-realistic fake news and perpetuate bias, challenging the authenticity and trustworthiness of news, which are critical for the journalism business.
In response, publishers are adopting various strategies. One approach is to develop unique value propositions and proprietary platforms to retain audiences rather than relying on external AI-driven summary platforms. Some publishers are also creating roles such as "AI negotiators" to engage with technology companies and platforms to strike deals that better compensate news organizations and reshape business models.
Publishers are also fighting for copyright and rights, emphasising copyright enforcement against AI tools. To counter misinformation risks, some publishers aim to clearly disclose AI's role in content production and reinforce editorial standards to preserve public trust.
Leveraging AI for efficiency is another strategy. Delegating routine reporting to AI while focusing human effort on complex and investigative reporting can improve the quality and responsiveness of journalism.
However, questions remain about whether to allow OpenAI crawlers to access a website's content, and about AI sourcing and reliability, which risks confusing readers about information origins and credibility. Google search traditionally privileges reliable sources, but this isn't the case with ChatGPT.
The next few years will undoubtedly be challenging for publishers due to AI-generated summaries. It's a time of innovation, asserting rights rigorously, enhancing trust, and adapting editorial processes to survive and thrive in this new environment.
[1] Reuters Institute's 2025 Digital News Report [2] Pew Research Center study [3] Interview with John Wihbey, a professor at Northeastern University [4] Interview with Matt Karolian, vice president of research and development at Boston Globe Media [5] OtterlyAI data analysis
Technology plays a significant role in shaping the news industry, with AI assistants like ChatGPT influencing the way people consume news. A Pew Research Center study suggests that about 15% of people under 25 now use AI tools to get their news, potentially reducing traffic to news publishers' websites, which is crucial for ad revenue and subscription conversion. Additionally, the dominance of tech platforms like Google and Meta, which have already weakened traditional ad revenues, further exacerbates this trend.
