Organic traffic from search engines to media and content sites will fall by more than 40% before 2028 due to the integration of AI-generated answers directly into results pages, according to Reuters Institute (2026).
This decline is neither temporary nor reversible. It represents a structural change in how people access knowledge , comparable to the shift from web directories to search engines in the early 2000s.
What exactly is happening: from search engines to synthesis engines
The Reuters Institute Journalism, Media and Technology Trends and Predictions 2026 report confirms a trend already observable in real data:
- Google, Bing, and other search engines prioritize AI-generated answers over lists of links.
- Informational queries (“what is it”, “how does it work”, “comparison”, “best option”) are resolved without external clicks .
- The average user consumes more information , but visits fewer websites .
This phenomenon is now known as “zero-click AI search” . In this way, searching ceases to be browsing and becomes the direct consumption of processed knowledge.
Data confirming the change (2024–2026)
To understand the magnitude of the impact, it is helpful to observe the emerging patterns:
| Indicator | Trend 2024–2026 |
|---|---|
| CTR organic medium | ↓ between 18% and 35% |
| Queries resolved in SERP | ↑ sustained |
| Use of AI Overviews | ↑ accelerated |
| Dependence on Google Discover | ↑ forced |
Clear conclusion: With this change, even well-positioned content no longer guarantees traffic .
Why this change is irreversible
Unlike other digital disruptions, this transformation aligns the interests of three actors :
- Users : want quick and contextual answers
- Platforms : maximize retention and own data
- Generative AI : needs to synthesize existing knowledge
There are no incentives to revert to the previous model. When the response is sufficient, the link becomes optional.
The real problem for companies and media: visibility without attribution
Herein lies one of the greatest strategic risks:
- Your content is used
- Your knowledge fuels answers
- But your brand doesn't always appear.
- This phenomenon is already referred to internally in many teams as:
- "Invisible authority" : being relevant without being recognized.
For B2B companies, this means:
- Fewer direct leads
- More difficulty in justifying investment in content
- Risk of commoditization of expertise
From SEO to GEO: the mindset shift that few are making
GEO Definition:
Generative Engine Optimization (GEO) is the discipline that optimizes content to be explicitly selected, cited, or integrated into responses generated by AI systems, beyond traditional ranking.
The key difference is not technical, but conceptual:
| Classic SEO | GEO |
|---|---|
| Position | Citation |
| Keywords | Context |
| CTR | Authority |
| Traffic | Influence |
How an AI “thinks” when selecting sources
This point is critical and poorly explained.
AI doesn't choose the best-written content , but rather the one that:
- Define concepts clearly
- Provide verifiable data
- It has a logical structure
- Demonstrate real-world experience
- Reduces ambiguity
Therefore, generic texts, although long, lose weight compared to more specific and technical content.
What content survives (and what disappears)
Content at risk
- Superficial posts “what is”
- Rewrites without added value
- Opinions without data
- Inflated SEO content
Content that gains value
- Documented real cases
- Analysis with metrics
- Own methodological frameworks
- Technical comparisons
- Clear expert positioning
AI summarizes the obvious, but quotes what it cannot invent.
Specific impact on industrial and B2B companies
In industrial environments, the change is even more relevant:
- Complex decisions → require reliable sources
- Operational risk → penalizes generic responses
- Technical buyers → look for evidence
This makes well-structured technical content a strategic asset , not only for marketing, but also for sales and corporate positioning .
How to design AI-ready content (practical framework)
1. Immediate response
The first sentence should answer the main question .
2. Progressive depth
Layers of detail for humans and machines.
3. Quantified evidence
Data, dates, ranges, results.
4. Clear, not simplistic language
Expert, but readable.
The new content KPI: being cited
In the GEO context, traditional KPIs evolve:
| classic KPI | KPI GEO |
|---|---|
| Visits | Citations |
| Time on page | Presence in responses |
| Ranking | Subject matter authority |
| Direct leads | Influence on decision |
Extended conclusion: content doesn't die, it matures
The drop in search traffic is not a content crisis , but a crisis of undifferentiated content .
Organizations that:
- understand the change,
- adapt your strategy,
- and build real authority,
Not only will they survive, but they will dominate the new ecosystem of discovery .
In the age of AI, it's not the one who publishes the most who wins, but the one who best explains what others cannot explain.