Digital publishers have always raced to stay at the top of search results, constantly adjusting to the shifts and quirks of Google’s algorithms. It was never easy, but even after a major update, media companies could usually bounce back and reconnect with audiences.
However, publishers are now up against more than another SEO curveball. In 2025, the rise of AI-powered search summaries is rewriting the rules of discovery. Instead of clicking through to individual sites, audiences increasingly get answers directly on the search results page, bypassing the very sources that produce the content. Research indicates that even the highest-ranking sites can see as much as a 79% drop in referral traffic when AI-generated responses take top billing.
Yet within this disruption lies a rare opportunity. Publishers can step out from under the whims of algorithms and start building business models that thrive on their own terms. By focusing on direct engagement, loyalty, and creative experiences, they can reclaim control—designing content and platforms that audiences don’t just find, but genuinely connect with.
How AI is rewriting the rules of search
The widespread use of consumer AI has fundamentally changed how people find information. Google’s new AI Overviews now surface in a large share of searches, while chat assistants and generative platforms summarize and synthesize answers before users ever click a link.
The results are hard to ignore: several major media outlets report losing roughly a quarter of their Google Search traffic since AI summaries began dominating results. That decline goes beyond lost clicks; as more readers get answers without ever visiting the source, it erodes the core value these companies offer.
Some major media companies have filed lawsuits against AI platforms. But even if these cases or new regulations slow things down, the bigger shift is already happening. AI-assisted discovery has changed user habits—people expect answers instantly, without leaving the page or the chat window.
So the real question becomes: if audiences no longer arrive through search, how do media companies bring them in at all?
The price of limited reach
It isn’t just publishers’ revenue that’s at risk—it’s the ability for audiences to encounter a wide range of viewpoints.
For years, search engines acted as an open gateway, connecting readers with stories and perspectives they might never have found otherwise. Now, as AI tools summarize and serve up answers directly, that open flow is closing. Discovery is happening inside a few walled systems—each quietly deciding which voices rise and which disappear.
Big media companies will likely weather the shift. But for smaller outlets, visibility was the lifeline that kept them sustainable. When the path to audiences narrows, diversity in coverage and perspective fades with it.
Protecting that openness is essential to keeping journalism viable and ensuring readers have real choice in what they see and trust.
Rewriting the discovery playbook
Even though AI is reshaping the landscape, publishers are finding ways to pivot—connecting with audiences, boosting engagement, and turning challenges into clear, actionable opportunities. Here’s how versatile media companies are adapting:
- Reclaiming discovery with video
As search becomes less reliable, video is becoming a powerful new entry point for audiences. Publishers are using contextually relevant and short-form video to bring stories to life across their own sites, apps, and newsletters—meeting users where they already engage. Unlike static text summaries, video deepens time-on-page, boosts recirculation, and turns passive readers into active viewers. And while AI can summarize written content in seconds, it can’t replicate or condense a video experience—making video one of the few mediums that still demands direct engagement. - Using AI to extend, not erase, editorial voice.
AI can help behind the scenes—summarizing articles, translating stories, or organizing archives—while humans stay in charge of reporting and storytelling. Some publishers are experimenting with AI to enhance reader experiences, turning AI into a driver of engagement rather than a source of lost traffic. - Building loyalty and community
The focus is shifting from attracting one-time visitors to nurturing long-term relationships. Subscriptions, events, and community forums transform casual readers into invested audiences who trust and return to the brand. - Creating content and experiences that can’t be replicated
Original reporting, distinctive voices, and immersive multimedia elements give readers a reason to seek out a brand directly. The site becomes a unique experience that's more fulfilling than an AI summary, making each platform a true destination rather than just a stop along the search journey. - Collaborating strategically
Some publishers are partnering with tech platforms or service providers to amplify reach, streamline distribution, or improve monetization, while carefully maintaining control of their brand and audience relationships.
A practical pivot, not a panicked retreat
AI can make it easier for readers to get answers, but it also risks limiting sources and homogenizing content. Versatile media companies respond by focusing less on fleeting SEO wins and more on experiences that keep audiences coming back, such as newsletters, apps, events, and content formats that AI can’t easily replicate. They stand out by strengthening brand identity, cultivating loyalty, and creating immersive multimedia, while using AI to amplify their voice rather than replace it. In an AI-driven search landscape, these approaches give publishers the edge to engage and grow.
Want to see how leading publishers are turning AI disruption into lasting growth? Dive into Navigating the AI Traffic Cliff: The Publisher Playbook for real-world examples, expert insights, and proven strategies shaping the next era of audience discovery.
