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A new report from the Reuters Institute examines the impact of artificial intelligence reviews and Google Discover that have changed the way people access information.
In addition, the report finds that publishers are relying more on video and social platforms such as YouTube and TikTok to reach audiences.
These trends suggest the need to refine strategies and embrace new technologies to remain competitive.
Here are all the highlights you need to know from report.
AI disruption and click-free search
A big threat to publishers is AI-powered search.
Platforms like Google and OpenAI provide direct answers to user questions, so users often don’t have to click on links. This creates a click-free search environment.
74% publishers are worried about the loss of traffic, which has prompted many to look for new strategies.
Larger publishers have entered into licensing agreements with AI aggregators such as ChatGPT or Perplexity, while smaller ones are still finding ways to gain visibility.
Building relationships with audiences through newsletters, subscriptions, or apps can help publishers withstand AI search disruption.
Google Discover traffic is growing
As social referral traffic from platforms like Facebook and X continues to decline—67% and 50% has been declining over the past two years—publishers are increasingly turning to Google Discover.
The Reuters Institute notes that Discover has grown 12% year after year, and many publishers now rely on it as their primary referral source.
Its personalized recommendations have made it a focus for publishers looking to replace lost traffic from other platforms.
For SEO experts, technical optimizations like structured data and engaging visuals are key to maximizing Discover’s potential.
However, the algorithmic nature of the feed means that results can be unpredictable, requiring constant monitoring.
Video and social media
Video platforms like YouTube, TikTok and Instagram are essential for publishers looking to connect with younger audiences.
The Reuters Institute reports that publishers plan to invest more in these platforms, with YouTube (+52%), TikTok (+48%), and Instagram (+43%) show the greatest increase in focus.
Short-form videos are effective for engagement, but they have challenges. Creating quality videos requires resources, and making money on platforms like TikTok is difficult.
For publishers, this means creating strategies optimized for each platform’s algorithm while driving traffic back to your sites or apps.
Mutual cooperation
The Reuters Institute emphasizes the need for teamwork. As newsrooms adopt more AI tools, teams will need to work together to streamline content creation.
For example, AI tools like automated headlines and fact-checking can improve workflow. However, they depend on the support of the editorial team, which many publishers find challenging.
Fostering good relationships between different departments will be essential to continued success.
The wider context
Reuters Institute findings match those of NewzDash 2025 News SEO Poll. Both point to AI disruption, Google Discover and lack of resources as the main challenges.
Together, these reports show an industry facing rapid change.
The key takeaways for publishers and SEOs are: embrace AI-driven search, make the most of Google Discover, and focus on video and social media platforms.
Featured Image: Inside the Creative House/Shutterstock
