A recent analysis by a digital analytics firm is cautioning news media companies that online audiences are not clicking through to articles due to the impact of AI generated summaries, The Guardian reported on Thursday.

An assessment of Google’s AI Overviews by Authoritas analytics, found that AI summaries have created nearly 80% fewer clickthroughs with insiders viewing the trend as an “existential threat” to media outlets who rely on search result traffic.

AI summaries appear after keywords are entered in a search and are above any sourced links used to create the summary. The original links are moved further down the page, lessening the number of users that click on them. This has resulted in sites that were previously ranked first to lose 79% of their traffic for links that came below an AI summary.

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