Wikipedia faces traffic decline as AI and social video reshape online search
Fewer visits to Wikipedia could mean fewer volunteers and donors, threatening the sustainability of the web’s largest collaborative knowledge platform.
Wikipedia’s human traffic has fallen by 8% over the past year, a decline the Wikimedia Foundation attributes to changing information habits driven by AI and social media.
The foundation’s Marshall Miller explained that updates to Wikipedia’s bot detection system revealed much of the earlier traffic surge came from undetected bots, revealing a sharper drop in genuine visits.
Miller pointed to the growing use of AI-generated search summaries and the rise of short-form video as key factors. Search engines now provide direct answers using generative AI instead of linking to external sources, while younger users increasingly turn to social video platforms rather than traditional websites.
Although Wikipedia’s knowledge continues to feed AI models, fewer people are reaching the original source.
The foundation warns that the shift poses risks to Wikipedia’s volunteer-driven ecosystem and donation-based model. With fewer visitors, fewer contributors may update content and fewer donors may provide financial support.
Miller urged AI companies and search engines to direct users back to the encyclopedia, ensuring both transparency and sustainability.
Wikipedia is responding by developing a new framework for content attribution and expanding efforts to reach new readers. The foundation also encourages users to support human-curated knowledge by citing original sources and recognising the people behind the information that powers AI systems.
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