Google search traffic is on track to decline by 40% over the next three years, according to the University of Oxford's Reuters Institute. The rise of "zero-click" AI summaries is displacing traditional search results, with over 33% of new websites losing traffic. Nic Newman, a senior research associate, notes that lifestyle publishers are particularly affected. In response, publishers are pivoting to video and audio formats, with a 79-point increase in planned investments, and exploring Answer Engine Optimization to enhance AI visibility.