The AI armageddon is here for online news publishers.

Chatbots are replacing Google searches, eliminating the need to click on blue links and tanking referrals to news sites. As a result, traffic that publishers relied on for years is plummeting.

Traffic from organic search to HuffPost’s desktop and mobile websites fell by just over half in the past three years, and by nearly that much at the Washington Post, according to digital market data firm Similarweb.

Business Insider cut about 21% of its staff last month, a move CEO Barbara Peng said was aimed at helping the publication “endure extreme traffic drops outside of our control.” Organic search traffic to its websites declined by 55% between April 2022 and April 2025, according to data from Similarweb.

At a companywide meeting earlier this year, Nicholas Thompson, chief executive of the Atlantic, said the publication should assume traffic from Google would drop toward zero and the company needed to evolve its business model.