In a sweeping restructuring move, Business Insider is laying off approximately 21% of its workforce as the company grapples with declining web traffic and changing news consumption patterns, largely driven by the rise of generative AI tools like ChatGPT.
Headquartered in New York, the digital media outlet is adjusting its business model to navigate a drop in search engine visibility—an essential driver of traffic. While the company has successfully doubled its revenue per visit over the past two years, its reliance on high-volume traffic has created vulnerability in the face of shifting algorithms and user behavior. The layoffs are aimed at making the organisation more resilient amid these uncertainties.
As part of its transformation, Business Insider is deepening its investment in artificial intelligence. Many employees are already leveraging Enterprise ChatGPT, and the company has introduced several AI-driven tools to enhance content creation and user experience. Concurrently, it is streamlining its editorial focus by prioritising high-engagement topics and scaling back its commerce-related operations.
In a move to diversify revenue streams, the company is also launching a new division, BI Live, focused on hosting events. The initiative has received encouraging early interest, with plans underway to expand the team dedicated to this new venture.
The layoffs at Business Insider mirror a broader trend in the media industry, where legacy and digital players alike—such as The Washington Post and the Associated Press—have recently reduced their headcounts in response to rising costs, technological disruption, and evolving reader preferences.
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