It’s my favourite research of the year as it provides so much valuable insight into how we are consuming news and information. And I feel strongly that we should be using it to inform our communications strategies. But the question I’m answering today is: what role is AI playing in news consumption from the 2026 edition of the Digital News Report from Reuters and University of Oxford, which surveyed 100,000 people in 46 countries?
AI is reshaping the news and media landscape and this week’s Digital News Report proves it. Just like social media gained dominance, AI surely will too. But there’s a trust issue; here are my takeaways from the report when just looking at AI and news. For reference, this is the 15th edition of this study.
Adoption Rates: The use of AI chatbots (like ChatGPT, Perplexity, and Google Gemini) for news is growing quickly, with 10% of people globally now using them for news on a weekly basis, up from 7% last year. However, only 1% cite AI chatbots as their main source of news.
Regional Variances: But AI growth is not universal. AI news consumption doubled in countries like South Korea (14%), Greece (12%), and Spain, but saw no increase in the USA, UK, France, and Germany. The UK has the lowest usage at just 4%.
User Demographics: AI adoption is driven heavily by younger audiences, with 16-17% of those under 35 using AI chatbots for news, compared to just 5% of those over 55.
The “Power Consumer”: Users of AI chatbots for news are highly engaged, digitally sophisticated “power news consumers”. Around 38% of AI chatbot news users fall into the “news lover” segment (those with intense, multi-platform news diets).
User Motivations: The most popular motivation for using AI chatbots (cited by 42% of users) is the ability to ask follow-up questions for more in-depth explanations. Users also value AI for its speed (39%), summarising complicated stories (36%), compiling stories from different outlets (35%), and translating news (33%).
Trust, Verification, and the Impact on Web Traffic
The Trust Gap: Globally, trust in news generated by AI chatbots is exceptionally low at just 20% (compared to 37% trust in news overall). However, among people who actually use AI chatbots for news, trust jumps significantly to 44%.
Click-Through Behaviours: To address publisher fears that AI “answer engines” will destroy referral traffic (the “Google Zero” effect), the report notes that 42% of AI chatbot news users claim they always or often click through to original sources.
Verification over Detail: Interestingly, AI users are less likely to click a link to get “more detail” (since the chatbot often provides enough), and are instead more motivated to click through to verify the story or find out more about the source, indicating a healthy skepticism.
Search Engine Traffic Declines: The rollout of Google’s “AI Overviews” is already heavily impacting publishers. Global organic search traffic dropped by a third (33%) over the past year, and publishers expect it to almost halve over the next three years.
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About the Podcast Host
AI and Communications Specialist | Author | Podcaster | International Speaker
Joanne Sweeney is a recognised leader in digital marketing and digital transformation, specialising in the practical application of AI to enhance communication strategies. The founder of Digital Training Institute, Joanne, empowers leaders and communications professionals to leverage AI responsibly and effectively, ensuring transparency, trust, and tangible results.
She completed the Harvard Kennedy School Executive Programme in AI and Public Policy this summer before launching her fourth book AI Playbook, in September. Joanne has also published two editions of Public Sector Marketing Pro, which were preceded by her first title, Social Media Under Investigation Law Enforcement and the Social Web.
Her books have become go-to resources for governments, public sector and policing agencies, as well as marketing and communications professionals, all navigating the challenges of the changing Internet.
Joanne is the host of the AI SIX Podcast, a daily six-minute podcast that provides actionable insights, expert interviews, and practical advice to help professionals navigate the new world of work.
