The stat of the day that’s honestly kind of scary:

According to a new study by TollBit, human traffic on websites is plummeting — while bot traffic (AI, crawlers, etc.) is exploding on Google.

And yet… Google still delivers 831x more visitors than LLMs like ChatGPT or Perplexity.

A few things that really stood out 👇

→ LLMs still don’t send traffic back to websites. → Human visitors are shrinking fast, while bots are growing massively. → Some publishers now see up to 60% of their traffic coming from bots — compared to almost nothing just two years ago. → The problem? AI scrapers and web crawlers are eating the web to feed their models… but those robots don’t click ads or affiliate links.

For publishers, it’s becoming a real nightmare: they have to produce more content, optimized for machines, while human audiences slowly disappear.

This is one of those “uh oh” moments for the open web.

👉 Source: shared by the CEO of Eskimoz.