The hard truth: AI kills search traffic

Confirming what we all knew, Tollbit released one of the first definitive studies on AI search referrals, and it's not a pretty picture for publishers.

AI startup Tollbit dropped some hot new data this week, attaching some numbers to just how much search traffic drops when your content is linked in AI search vs. regular search. It's pretty dramatic, and it's yet another reminder that media companies need to adapt to the AI future sooner than later.

More on that in a minute, but first a quick note that y…