"People are replacing Google search with artificial intelligence tools like ChatGPT," reports the Washington Post.
But that's just the first change, according to a New York-based start-up devoted to watching for content-scraping AI companies with a free analytics product and "ensuring that these intelligent agents pay for the content they consume." Their data from 266 web sites (half run by national or local news organizations) found that "traffic from retrieval bots grew 49% in the first quarter of 2025 from the fourth quarter of 2024," the Post reports.
A spokesperson for OpenAI said that referral traffic to publishers from ChatGPT searches may be lower in quantity but that it reflects a stronger user intent compared with casual web browsing.
To capitalize on this shift, websites will need to reorient themselves to AI visitors rather than human ones [said TollBit CEO/co-founder Toshit Panigrahi]. But he also acknowledged that squeezing payment for content when AI companies argue that scraping online data is fair use will be an uphill climb, especially as leading players make their newest AI visitors even harder to identify....
In the past eight months, as chatbots have evolved to incorporate features like web search and "reasoning" to answer more complex queries, traffic for retrieval bots has skyrocketed. It grew 2.5 times as fast as traffic for bots that scrape data for training between the fourth quarter of 2024 and the first quarter of 2025, according to TollBit's report. Panigrahi said TollBit's data may underestimate the magnitude of this change because it doesn't reflect bots that AI companies send out on behalf of AI "agents" that can complete tasks on a user's behalf, like ordering takeout from DoorDash. The start-up's findings also add a dimension to mounting evidence that the modern internet — optimized for Google search results and social media algorithms — will have to be restructured as the popularity of AI answers grows. "To think of it as, 'Well, I'm optimizing my search for humans' is missing out on a big opportunity," he said.
Installing TollBit's analytics platform is free for news publishers, and the company has more than 2,000 clients, many of which are struggling with these seismic changes, according to data in the report. Although news publishers and other websites can implement blockers to prevent various AI bots from scraping their content, TollBit found that more than 26 million AI scrapes bypassed those blockers in March alone. Some AI companies claim bots for AI agents don't need to follow bot instructions because they are acting on behalf of a user.
The Post also got this comment from the chief operating officer for the media company Time, which successfully negotiated content licensing deals with OpenAI and Perplexity.
"The vast majority of the AI bots out there absolutely are not sourcing the content through any kind of paid mechanism... There is a very, very long way to go."
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