Artificial intelligence is transforming how people discover information online. Search is moving away from traditional lists of links and toward instant answers generated by large language models. With features like Google’s AI Mode summarizing key details on the results page, users often feel they have learned enough without clicking through to the source. Publishers are already seeing the impact. Mail Online reported that when AI overviews appeared above its articles, click-through rates dropped by more than 50 percent even when the site ranked first.
For publishers and digital media leaders, the shift is more than a traffic change. It affects revenue models, authority signals and long-standing pathways that drove discovery for years. If fewer users reach a publisher’s site, there are fewer opportunities to monetize, fewer chances to build brand recognition and a growing risk that audiences form loyalty to the aggregator rather than the original newsroom. The work now is to strengthen direct connections and reinforce why a publisher’s own destination matters.
Reinforcing the foundation
A publisher’s core offering remains its strongest asset. High-quality reporting, strong editorial identity and a clear sense of purpose give readers a reason to return. Investigations, real-time updates and deeply developed analysis are difficult to compress into short AI summaries. These formats showcase expertise and remind audiences of the value of original journalism.
Loyalty programs can support this effort by creating a deeper relationship between readers and the publication. Exclusive access, early previews, community features or recognition programs encourage repeat visits without relying on restrictive pay tactics. The goal is to make the experience compelling enough that users come back because they want to, not because they are forced through friction-heavy tactics. A positive, voluntary relationship builds stronger long-term engagement.
Extending discovery across the ecosystem
Search can no longer serve as the sole entry point. Publishers need to diversify where and how audiences encounter their content. Partnerships with respected media brands, participation in curated platforms, thoughtful newsletter growth and reliable syndication can help reduce overdependence on any one traffic source. Some collaborative audience initiatives have generated significant increases in monthly page views by sharing reach across multiple publishers.
Discovery also needs to include a pathway back to owned platforms. Publishers can expand their presence through apps, podcasts, and social content designed to redirect users into deeper experiences on their own sites. Discovery becomes an intentional loop: users encounter content across the open internet, then return to a trusted destination for more complete reporting.
Once readers arrive, the experience must be strong enough to keep them engaged. Interactive storytelling, explanatory modules and vertical video formats can significantly extend time spent. Research shows vertical video can deliver more than triple the time spent compared with high-impact display units. Longer sessions strengthen loyalty and improve the overall value of each visit.
Using AI strategically
AI is not something publishers need to avoid. When used thoughtfully, it becomes an advantage. Machine learning can help identify what readers want, personalize recommendations and surface articles that align with a user’s interests. These tools reinforce the value of a publisher’s archive and make discovery inside the site more fluid.
AI can also streamline workflows behind the scenes. Automation can assist with tagging, metadata, quality checks, headline testing and other tasks that free reporters to focus on deeper storytelling. First-party data becomes even more important in this environment. Understanding audience behavior allows publishers to improve content planning, strengthen advertising performance and maintain privacy-friendly relevance.
Navigating the next stage of AI search
The future of publisher visibility depends on what happens over the next several years. The companies that strengthen direct relationships, invest in distinct editorial work and prioritize the on-site reader experience will be better positioned to endure changes in search mechanics. Those that rely too heavily on referral traffic risk being diminished by algorithmic intermediaries.
The current shift is not just about decreasing page views. It reflects a broader change in how information is found, trusted and commercialized. Search is becoming more interpretive, more filtered and more reliant on AI-generated summaries. Publishers who recognize this and adapt early will be the ones who maintain authority in a more complex discovery environment.
Algorithms may influence visibility, but the long-term future of publishing still depends on the ability to assert value, strengthen presence across the open internet and remind audiences that original reporting is worth seeking out.