About 20% of traffic to major websites still comes from search engines, with sites like Wikipedia and Tripadvisor (TRIP) relying even more heavily on them, but search traffic has been declining over the past year as users turn to AI tools like ChatGPT and Perplexity, Barron’s Adam Levine, Tae Kim, and Angela Palumbo report. Google’s (GOOGL) new AI-generated summaries at the top of search results may accelerate the shift away from traditional search links, with May possibly marking a key inflection point, according to the report. Ahead of the market open, Tripadvisor and Yelp (YELP) shares declined.
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