Web traffic declines sharply

According to ACPM, news websites in France have lost nearly 23% of their visits between September 2025 and September 2026, a significant drop attributed in part to the rise of AI-driven summaries on platforms like Google.

AI summaries change user behavior

Google introduced AI Overviews in France on July 22, 2025, which display summaries written by AI above search results. This shift has altered how users seek information, with many preferring direct answers over multiple links.

Search habits are evolving

For two decades, users have relied on typing queries into search engines and clicking on links. However, a growing number of searches now end without a click, with nearly six out of ten searches in Europe ending this way in 2024, according to a SparkToro study.

GEO and the new SEO challenge

Marketing and SEO teams have adapted by focusing on Generative Engine Optimization (GEO), aiming to ensure AI models cite their content. However, this approach still relies on traditional display-based thinking rather than proactive engagement with AI agents.

MCP and proactive engagement

An alternative strategy involves using MCP, a protocol that allows services to declare the actions they can perform. This approach enables AI agents to directly interact with services, rather than just citing them, potentially offering more accurate and up-to-date information.

Mobile agents and app integration

On mobile devices, AI assistants like Siri and Gemini are being designed to perform actions within apps. However, these assistants require specific integrations, such as App Intents or AppFunctions, which are only available through installed apps, not web pages.

App usage sees less decline

While web traffic for news sites has dropped significantly, their mobile applications have fared better. According to ACPM, news apps have lost only 9% of their visits, and some, like the former France Bleu app, have seen a 22% increase in usage.

Future of user interaction

The future of digital interaction is shifting toward apps and services that can be directly accessed and used by AI agents. This change affects how businesses must structure their offerings, emphasizing the need for clear, accessible interfaces and integration with mobile assistants.