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Online publishers are facing a chatbot calamity.
AI tools from companies like Google and OpenAI are replacing traditional web searches, starving news sites of traffic. Similarweb data reported by The Wall Street Journal shows that HuffPost’s organic search traffic fell by just over half in the past three years, and by nearly that much at The Washington Post.
Business Insider, which laid off 21 percent of its staff last month, also saw its organic search traffic decline by 55 percent between April 2022-2025 according to Similarweb.
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