Brands Restructure Sites For AI-Driven Discovery

Digital strategists confront a 'visibility gap' as AI crawlers vastly outnumber human referrals, the author reports, citing Cloudflare CEO Matthew Prince at Cannes Lions and Anthropic's crawler counts as of June. Organic traffic fell 5–35% in Australia over six months while LLM referrals hover 0.05–1.5%, yet AI-referred visits show 17× higher engagement; the piece urges dual strategies and audits for structured content and reporting.