Ask a chatbot for the best budget phone in 2025 and, within seconds, you are going to get a clean list of models, complete with specs and whatnot!
The entire exchange takes place inside the search box, eliminating the need to visit a blog or even open a comparison site.
That’s indeed great for the user. But think about the publisher who would’ve earned that click.
Brutal, right?
For nearly twenty years, the online search seemed to be pretty much simple. People typed a question into Google, browsed through search results, and landed on websites that offered answers. That click meant traffic for publishers, revenue for advertisers, and visibility for creators.
It was so effective that entire industries, from affiliate marketing to recipe blogging were built on top of it.
But that model no longer works the way it once did.
The rise of generative AI means the “answer” often never leaves the search box.
Some types of websites are being hit harder than others, and in this article, we will look at which ones and why.
Which Websites Are Feeling the Pressure?
Here are the five types of websites standing on the thinnest ice right now.
Affiliate Review Sites
Affiliate blogs used to be one of the easiest ways to make money online. Write a roundup of the “Best laptops in 2025,” add a few affiliate links to Amazon, and you could earn a commission on every purchase.
The trouble is that AI can do the same job instantly, and often better.
A chatbot can combine information from dozens of sources and present it as a neat comparison, cutting out the need for a middleman site.
Unless a review site offers something AI can’t (such as hands-on testing, in-depth videos, or a trusted brand name), it’s tough to justify a visit.
Small, anonymous blogs are disappearing quickly, while bigger names like Wirecutter still draw readers because they bring credibility and genuine expertise to the table.
Informational Blogs
Think about all those blog posts from the 2010s that answered questions like “What is mindfulness?” or “Top 10 benefits of ginger.” These posts were usually written with search engines in mind, not readers.
Today, you don’t need to wade through a 1,200-word article stuffed with keywords. An AI tool can summarize the same information in a few clear paragraphs, without distractions.
The blogs that survive this shift are the ones with a personal touch or original insights. A runner writing about their own training journey is still valuable, but a generic “how to start running” guide has little reason to exist anymore.
Reference and Dictionary Sites
There was a time when quick-look reference sites, like encyclopedias and translation pages, dominated search results. If you needed a definition or a conversion, you clicked through and got it.
That advantage has evaporated.
AI tools provide instant answers, and they’re accurate enough that people no longer need to take an extra step. The function these sites once served has been absorbed directly into the tools themselves.
Unless reference publishers expand into deeper learning experiences, their role in the web ecosystem is shrinking rapidly.
Recipe and Travel Sites
Food and travel blogs built entire businesses on search traffic. Search for “easy chicken curry,” and you’d find hundreds of nearly identical recipes. Type in “things to do in Paris,” and the same list of landmarks would appear across countless blogs.
AI is ruthless with this kind of overlap. It condenses repetitive content into one clean answer. That’s why recipe hubs and generic travel guides are seeing a decline in visibility.
That doesn’t mean these spaces are hopeless, though.
What still draws people in is personality and originality.
A chef who shares personal cooking tips or a travel writer who captures the feel of a late-night café in Rome can connect with readers in a way machines can’t.
Sites that build communities, offer videos, or bring something genuinely fresh still have a shot.
Low-Quality Medical and Education Sites
Health and education are sensitive topics, but that hasn’t stopped content mills from producing endless posts like “symptoms of a cold” or “tips for preparing for exams.” These were written quickly, often without expertise, and monetized through ads.
Now, when people want an answer, they turn to AI, and the chatbot usually pulls from sources like Mayo Clinic or university-backed research.
In other words, it gives a cleaner, more trustworthy summary than a thin, anonymous blog ever could.
The sites that survive in these spaces are the ones with real authority, like hospitals, universities, or experts whose names and credentials carry weight. Everyone else is being filtered out.
Why This Change Matters
A drop in traffic isn’t just a chart trending downward; it’s money disappearing. Affiliate income, ad impressions, and sponsored posts all depend on people actually clicking through.
When the audience shrinks, those revenue streams dry up, and for many creators, that means their entire business model is at risk.
Independent bloggers and small creators add the internet’s unique flavor. They bring their quirks, opinions, and lived experiences into the mix. Take that away, and what’s left? Machine-generated blurbs and polished institutional voices. The result is a web that feels flatter, more predictable, and far less human.
The Bottom Line
At the end of the day, people don’t return to a site because of keywords. They come back because they feel a connection with the person behind the words.
That’s where the entire opportunity lies. AI can summarize information, but it can’t replace lived experience or the trust that builds over time. Readers want to know that the advice comes from someone who has actually tried it, tested it, or lived it.
If you run a site, lean into that advantage.
Share your perspective, show your work, and create a community around what you do.
The raw traffic numbers might not look like they used to, but the audience that stays will be there because they value you.
And that’s the kind of foundation no algorithm can take away.
Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.