Publishers lose traffic as readers trust AI more

Online publishers are facing an existential threat as AI increasingly becomes the primary source of information for users, warned Cloudflare CEO Matthew Prince during an Axios event in Cannes.

As AI-generated summaries dominate user queries, search engine referrals have plunged, urgently pushing media outlets to reconsider how they sustain revenue from their content.

Traffic patterns have dramatically shifted. A decade ago, Google sent a visitor to publishers for every two pages it crawled.

Today, that ratio has ballooned to 18:1. The picture is more extreme for AI firms: OpenAI’s ratio has jumped from 250:1 to 1,500:1 in just six months, while Anthropic’s has exploded from 6,000:1 to a staggering 60,000:1.

Although AI systems typically include links to sources, Prince noted that ‘people aren’t following the footnotes,’ meaning fewer clicks and less ad revenue.

Prince argued that audiences are beginning to trust AI summaries more than the original articles, reducing publishers’ visibility and direct engagement.

As the web becomes increasingly AI-mediated, fewer people read full articles, raising urgent questions about how creators and publishers can be fairly compensated.

To tackle the issue, Cloudflare is preparing to launch a new anti-scraping tool to block unauthorised data harvesting. Prince hinted that the tool has broad industry support and will be rolled out soon.

He remains confident in Cloudflare’s capacity to fight against such threats, noting the company’s daily battles against sophisticated global cyber actors.

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