The End of the Search Age: How AI is Quietly Breaking the Internet’s Traffic Pattern

According to Similarweb (via The Economist), global search traffic fell 15% year-over-year (YoY) starting in June 2025. Older data also shows that the non-click rate to news sites increased from 56% in May 2024 (this was when AI Overviews launched) to almost 69% in May 2025.