# Traffic is changing owners

Google referral traffic to publishers fell ~33% globally in 2025 (−38% in the U.S.) while AI referral sessions grew ~1,200% in the same period. The traffic isn’t disappearing — it’s changing owners.

Canonical: https://robauto.ai/learn/ai-search-aeo/3

_AI Search (AEO/GEO): Get Found by Machines That Answer — lesson 3 of 20 (STAT)_

**−33% / +1,200%**

Google referral traffic to publishers fell ~33% globally in 2025 (−38% in the U.S.) while AI referral sessions grew ~1,200% in the same period. The traffic isn’t disappearing — it’s changing owners.

Source: [Chartbeat via Press Gazette (2025)](https://pressgazette.co.uk?utm_source=robauto)

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