The short version

Ari Paparo predicted on February 1, 2026: “AI search and summaries dramatically reduce traffic to the open web.” Verdict: Called it. Paparo said AI search and summaries dramatically reduce open-web traffic. Pew found that when Google showed an AI summary, users clicked traditional results in 8% of visits versus 15% without one, and clicked cited summary links in only 1%.…

Prediction by

Ari Paparo

On February 1, 2026

“AI search and summaries dramatically reduce traffic to the open web.”

Follow-up

Paparo said AI search and summaries dramatically reduce open-web traffic. Pew found that when Google showed an AI summary, users clicked traditional results in 8% of visits versus 15% without one, and clicked cited summary links in only 1%. AdExchanger subsequently documented publishers reporting traffic and revenue losses of 20% to 90% during 2025.

From the High Caliber AI network — see the AI for PR module in the course.