AI-driven search reshapes traffic as publishers pivot to creator-first models

A Reuters Institute survey of 280 media leaders across 51 countries finds AI-powered search summaries and chatbots could cut news referrals by about 43% over three years, with global search traffic already down roughly a third; publishers are shifting away from chasing traffic toward subscriptions, and investing in YouTube/TikTok-style short-form content, while 75% plan to push journalists to act more like creators and about half to partner with creators, signaling a potential end to the traditional 'traffic era' for online news.