October 29, 2025 | 10:04 am
TEMPO.CO, Jakarta - A troubling report landed on the desk of the Indonesian Cyber Media Association (AMSI). Several member companies reported a sharp decline in search engine traffic, down 30 to 50 percent. The tidal wave of artificial intelligence (AI) keeps crashing into newsrooms. AMSI General Chair Wahyu Dhyatmika suspects that generative AI tools providing information summaries make audiences lose their incentive to click on original news sources.
“The potential losses are enormous, and this only worsens the media sustainability crisis we already face,” Wahyu told Tempo on Tuesday, October 21, 2025. AMSI’s members rely heavily on digital advertising. Their business models are fueled by clicks, impressions, and user engagement. With as much as half of their search traffic disappearing due to AI-powered features, online media advertising revenue has plummeted.
On top of falling revenue, online media must now shoulder higher server costs due to the growing number of AI crawlers and bots extracting content from their sites without a license. One AMSI member reported that almost 30 percent of its traffic now comes from AI bots, including ChatGPT and Google’s chatbot. These autonomous computer programs, able to mimic human browsing behavior, continually access content to train AI models and answer user queries without permission from the content owners.
Wahyu considers this as a serious threat to the media industry. Companies must pay more to expand server capacity to handle bot traffic. Yet media outlets receive no compensation in return, even though producing verified and accountable information requires substantial costs.
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