AI search is (likely) hurting publishers: “The data is really messy, and … we have no real way of differentiating … to see what is really going on. But overall, it all points to there being a problem.” (Thomas Baekdal)
Summary
- Studies suggest AI search is hurting publishers bigly - up to 34.5% drop in clickthroughs, AI answers replacing 1 in 4 news searches.
- Messy data, shady claims, and obfuscation from the big G - but publishers smell a rat.
- Organic clicks down, referrals anemic - AI's a parasite feasting on our content, giving back scraps.
