‘Existential crisis’: how Google’s shift to AI has upended the online news model

Media sites are taking action on several fronts as traffic referrals dry up and AI companies plunder their content

When the chief executive of the Financial Times suggested at a media conference this summer that rival publishers might consider a Nato for news" alliance to strengthen negotiations with artificial intelligence companies there was a ripple of chuckles from attendees.

Yet Jon Slade's revelation that his website had seen a pretty sudden and sustained" decline of 25% to 30% in traffic to its articles from readers arriving via internet search engines quickly made clear the serious nature of the threat the AI revolution poses.