AI Search Tools Challenge Web Traffic
(MENAFN) Artificial intelligence (AI) is rapidly altering how people find information on the internet. Instead of relying solely on traditional search engines, users are increasingly turning to instant-response tools powered by AI.
These innovations, according to data from SimilarWeb and other research organizations, are significantly diverting web traffic away from leading platforms and websites.
AI-enhanced search functions provided by Google, ChatGPT, and Perplexity enable users to get immediate answers without the need to click through to news outlets, informational sources, or online stores.
This new method of retrieving information is changing browsing behaviors and reducing reliance on established websites.
In the United States, 2024–25 witnessed a marked decline in search-driven web visits across numerous industries, as per statistics from SimilarWeb.
Travel and tourism platforms saw a 20% dip, while traffic to news and media sources decreased by 17%.
Online shopping sites experienced a 9% drop, followed by a 7% reduction in visits to financial and culinary websites. Lifestyle-related pages also reported a 5% downturn.
One of the most prominent online information sources, Wikipedia, experienced a significant drop in daily visitors.
From 165 million daily users in March 2022—shortly before ChatGPT’s launch—traffic shrank to 128 million by March 2025, reflecting a 23% decline.
According to BrightEdge, since the introduction of Google’s "AI Overviews" about a year ago, AI-powered searches have become more prevalent, while user clicks on direct website links plummeted by 30%.
This trend highlights a shift in how users consume information, prioritizing summarized answers over in-depth site visits.
Further evidence from The Decoder underscores the rising role of AI in news consumption. Searches related to current events via ChatGPT surged 212% in 2025 compared to the previous year, whereas similar queries on traditional Google search increased by only 5%.
In response to the changing digital environment, OpenAI—the creator of ChatGPT—has disclosed plans to launch its own AI-integrated web browser.
This upcoming platform aims to compete directly with Google Chrome and further evolve user interaction with the internet.
By merging browsing capabilities with artificial intelligence, OpenAI intends to gather more firsthand user insights, thereby increasing competition with Google.
The tech giant still earns approximately 75% of its income from advertisements, making the rise of AI-powered alternatives a substantial challenge to its core business model.
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