Reuters Institute

Guardian, January 2026

Publishers are warning that AI‑powered search summaries and chatbots could dramatically shrink the traffic that traditionally drives their advertising revenue. Major search engines, led by Google, are testing features that present condensed article excerpts directly in search results, bypassing the need for users to click through to the original sites. The Guardian reports that media companies fear this shift could mark the end of the traffic era that underpins their business models. Industry groups are already discussing licensing arrangements and new monetisation strategies to offset potential losses.