The growing use of artificial intelligence to obtain information is unsettling media platforms, which worry about reduced website visits and advertising revenue. A Reuters Institute report revealed that more people use AI for information searches than for content creation. It noted that AI summaries are replacing traditional search engines, with many users reading AI-generated answers without clicking on source links.

The report found that only one-third of users consistently click on source links, while 28% rarely or never do. Raef Al-Ghouri, an AI researcher, told Asharq Al-Awsat that while AI tools offer speed and efficiency, they challenge publishers by reducing direct site visits. He pointed to Google’s smart assistant as an example, urging publishers to innovate new ways to promote their content.

Al-Ghouri suggested strategies such as improving journalistic quality, verifying original sources, producing investigative and data-driven content, and adopting hybrid methods combining traditional search with AI. He also emphasized training journalists in AI tools, diversifying audience reach beyond search engines, and using alternative channels like apps and partnerships. He concluded that success lies not in competing with AI but in adapting to it with authentic, irreplaceable content.

Google’s 2024 launch of AI summaries has already reduced site traffic, according to multiple studies. Media analyst Mohamed Al-Sawy highlighted rapid shifts in global information consumption, with users increasingly relying on AI for direct answers. He explained that AI tools provide concise responses, reducing the need to browse multiple sources, but also raising risks of errors or “hallucinations.”

Al-Sawy warned that declining search-driven traffic undermines ad revenue and raises issues of attribution and copyright, as AI systems often use publisher content without ensuring visibility or proper credit. Weak attribution can distort information and harm reputations. He argued that publishers must redefine strategies by focusing on original, high-quality content, enhancing visibility within AI answers through “answer engine optimization,” and building direct audience channels.

He stressed that editorial strategies should adapt to AI environments by producing easily quotable content with clear facts and complete contexts. Exclusive, analytical material is crucial, since AI models rely heavily on such sources. This gives publishers an opportunity to remain trusted references rather than invisible suppliers of knowledge.