The way people get their news is changing fast. More and more people are turning to AI tools like Google Gemini and ChatGPT for quick answers and summaries. The growing trend of getting news summaries from AI is a game-changer for the media industry. For marketing managers, understanding this shift is crucial for staying ahead.
The Rise of AI-Powered News Consumption
For years, search engines like Google were the main way people found news online. You’d type in a question, click on a blue link, and land on a news website. But now, AI tools are changing that. Google’s new AI Overviews and AI Mode provide direct answers and summaries right at the top of your search results. According to a June 2025 article in The Wall Street Journal, this means fewer clicks on those traditional news links.
Think about it: instead of clicking through several articles to get the gist of a story, you can get an AI news summary instantly. This has led to a significant drop in traffic for many news outlets, says WSJ. For example, the article states that HuffPost and Business Insider have seen their organic search traffic fall by more than half in the past three years. Even the Washington Post and The New York Times have experienced similar declines. The Atlantic’s CEO, Nicholas Thompson, even suggested they should prepare for traffic from Google to “drop toward zero.” This is a big deal, and it’s why some are calling it the “AI Armageddon” for online news publishers.
How Outlets Are Adapting to AI News Searches
With less traffic coming from traditional search, news organizations are scrambling to adapt. They’re changing how they create content, how they make money, and how they market themselves.
One major shift is focusing on direct connections with readers. Instead of relying on Google to send people their way (Gemini, Google’s AI, is dominating searches for news stories), the article says outlets are working to build trust and encourage people to come to them directly. This means emphasizing things like newsletters, improved mobile apps, and even live events and conferences. The Wall Street Journal itself, for instance, is focused on earning “habitual traffic” by building strong relationships with its readers. Dotdash Meredith, which owns brands like People and Southern Living, has seen its Google search traffic drop significantly but is growing overall traffic through efforts like newsletters.
Another important area is exploring new revenue sources. With advertising revenue from website traffic shrinking, publishers are looking at subscriptions, premium content, and other ways to make money directly from their audience.
Finally, there’s the big question of AI and copyright. AI models learn by “reading” vast amounts of information from the internet, including news articles. News organizations are now trying to protect their content. According to WSJ, some outlets, like The New York Times, have sued AI companies for using their work without permission. However, while some resist the encroachment of AI companies into journalism, others, like News Corp (parent company of WSJ and Fox News), are bowing to AI firms, signing deals to license content to them. This highlights a schism in how the media industry is addressing the prevalence of AI.
Practical Tips for Media Businesses
So, what can your outlet do to adapt to this ai-news-search mediascape? Here are some practical tips, according to the article:
- Focus on Direct Engagement: Don’t just rely on search engines. Build strong relationships with your audience through email newsletters, social media, and engaging content that makes them want to visit your site directly.
- Embrace Niche Content and Expertise: AI is great for summaries, but it often lacks depth and unique perspectives. Create content that offers deep dives, exclusive insights, and original reporting that AI can’t easily replicate. This is where your human touch and expertise shine.
- Explore New Distribution Channels: Look beyond traditional search. Think about partnerships, syndication, and reaching your audience on new platforms where they are already spending time.
- Optimize for Voice Search and AI Summaries: While you want people to visit your site, also understand how AI summaries work. Structure your content so key information is easily digestible, potentially even optimized for direct answers that AI tools might pull. Consider if AI summaries of news are safe and accurate for your specific content and audience.
- Invest in Your Brand: In a world of fleeting information, a strong, trusted brand is more important than ever. Focus on building credibility and a loyal following.
- Consider AI as a Tool, Not Just a Threat: While AI is changing news consumption, it can also be a powerful tool for your business. Don’t be afraid to experiment with AI news summaries to see how your content appears. Perhaps most importantly, keep an eye on the evolution of Google AI for news searches and summaries.
The media landscape is constantly evolving, and AI is the latest force reshaping it. Niki Jones Agency, Inc. can help you understand these trends and adapt your strategies so that your media business can not only survive but thrive in this new era.